After Facebook adjusted its algorithms late November 2013, fan pages have been suffering traffic-wise. In fact, a study by Ignite said that the Facebook fan page traffic decreased by an average of 44%. Their study consisted of over 689 brands. In fact, brand reach is at 3%, and not the former 16% that Facebook boasted. In fact, brands are saying that Facebook is screwing their fan page presence.
I decided to try this out and compare to a previous ad that I did about 6 months ago. The article for both ads, prior to advertising them performed well.
The advertisement was a promoted post, and was for my Website Audit service. In fact, below is the screenshot of the promoted post.
I paid $20. 22,567 saw the post. The post received 182 post likes, 1523 fan page likes, 2 immediate sales during the run of the ad, and 8 more within 2 weeks. I felt this was really a big success as I’ve run ads in the past that I’ve had to experiment with.
The same advertisement, at the same price in the first week of December 2013 produced:
- 7551 saw the post
- 78 post likes
- 45 fan page likes
- No sales
I’ve even run a straight fan page promotion and the results were just as staggering. I’ve experimented with other types of ads, like a promoted post to a public service announcement. The amount of likes to the post and page were worlds apart in numbers.
So, it’s a struggle for businesses get a better way to reach others, and social media marketers are looking for new ways. However, this change may have cut off a lot of people. If you want to reach more people, looks like you’re going to have to spend a lot more money. For bootstrapping businesses, that might be a problem, even for those wanting to target in local areas.
My take- Facebook really did get greedy and small businesses are going to feel that squeeze. I already had a problem with them before when they apparently rejected an advertisement in the past and STILL charged me. I reported this and heard nothing back from Facebook.
What are your thoughts on Facebook’s recent changes? Is your fan page reflecting a decline in traffic? If not, what did you do to get your fan page to stay afloat?