The Unofficial Official Study

of ReachSince News Feed Changes

in November 2013

Reach Change Overview

September Reach : 12.6%

November Reach : 9.5%

After December 2nd : 7.7%

Reach Difference Before and After Dec 2, 2013

Engagement per Fan : 0.29% to 0.26%

Engagement per Fan for Links : 0.12% to 0.11%

Engagement Rate All Content : 3.49% to 3.86%

Engagement Rate for Links : 1.5% to 1.9%

Clicks per Person Reached : 0.71% to 0.85%

Clicks per Fan : 0.06% to 0.05%

From Facebook’s perspective, this is essentially a “win.” They were able to maintain roughly the same level of engagement while reducing the overall people Reached in the news feed.

Reach Difference Before and After Dec 2, 2013

This frees up room for Facebook to make “quality” decisions, while also clearing up space for ads.

Three out of four Pages were negatively impacted by the change, and some of these Pages were decimated. The competition to get into the news feed continues to rise.

Pages that have unique content that drive engagement and clicks from the average Facebook user continue to prosper.

Organic Reach for Pages has decreased.

How Did We Study The Data?

General Metrics : Page data averages

Aggregate Data : Page data median

“Per fan” data : The metric divided by the number of fans for that Page on the day of posting

We examined over 30,000 posts over 11/25-12/9 from approximately 1,000 Pages