In late January this year, Facebook implemented critical changes to its ;News Feed' algorithm, thus the long and complicated bit of code that determines how many people see your updates. The changes have caused uproar especially among brands, marketers and bloggers, as Facebook aimed at reducing the reach of organic posts to between 1% and 2% (eMarketer).
HOW EDGERANK CHANGED
The changes in EdgeRank had far reaching implications for the content strategies of branded pages. Some of the most significant changes included:
- Devaluation of text updates from brand pages: The reach and rank of text updates from brand pages was limited profoundly.
- Devaluation of memes: Memes are now ranked as ‘poor quality posts’, and therefore their reach is reduced substantially
- Devalued ‘Like this!’ posts: Posts that ask people to like something (e.g. ‘Like this post if…’) are now being classified as poor quality ‘posts.’
- Reasserted the value of new content: When your content receives any social endorsements (shares, likes or comments), newer content is featured above old.
DECLINE IN ORGANIC REACH
But how did these changes impacted the organic reach of brand pages on Facebook? The website EdgerankChecker (http://edgerankchecker.com) measures continuously the average impact of EdgeRank, including the organic reach of brand posts. A recent study looking at the organic reach surprisingly reveals that, although the median organic reach of Facebook posts among Facebook pages worldwide fell from 16.0% in February 2012 to 6.5% in March 2014; the largest decrease was noted between November and December 2013. In addition, the smallest decline was noted between January and March 2014, thus after the changes had been implemented.
Despite the ongoing declines in organic reach of Facebook posts, organic growth will remain an important tactic for (tourism) marketers. Organic growth can be reached especially through regularly posting entertaining and informative content, to keep followers interested and engaged. However, given the EdgeRank changes, there might be a growing need to support this by boosting the reach of posts through paid advertisement.
Discussioncomments powered by Disqus
More from #DTTT
In September we present:Think Sustainably with Helsinki Marketing
The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.#think sustainably #sustainable destination #sustainable tourism #Helsinki
In August we present:Designing Sustainable Destinations
How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.#sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
In July we present:5 Questions with Tourism Ireland
Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]#film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
In July we present:Buenos Aires Tourist Intelligence System
We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.
In July we present:How to Gamify the Visitor Experience
At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.#gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]