Last month Facebook once again changed the way it ranked content in the News Feed, leading to – in some cases – a spectacular drop off rate in the number of people reading Page content. In one study, drop off was seen as high as 85%, averaging 45% across 700 Pages.
(For an introduction to Facebook’s ranking process, read “Spring Clean Your Facebook Home – Getting to grips with News Feed & Edgerank”)
Facebook readily admits that the changes will have a detrimental affect on Pages, noting in a recent post that “because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality.”
Last week, they added more fuel to the fire: “Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types”.
Veratisium’s viral video titled the ‘Problem With Facebook’ has amassed nearly 750,000 views in the last week, wherein curator Derek Muller is clearly irked by the fact that he has a following 118,000 fans, but on average only 9,000 sees his Facebook posts. He does also note that there are 4.75 billion updates of one type or another posted on the network per day, or as Facebook puts more succinctly, at any time “when someone visits News Feed, there are an average of 1,500 possible stories we can show”. Clearly, something has got to give.