Facebook Brand Updates Take Another Hit, Can You Recover? | ShopIgniter - 0 views
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facebook brand updates edgerank algorithm posts
shared by Carri Bugbee on 31 Mar 14
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we looked at four post types: link posts, video posts, photo posts and status updates. When paid media is applied to an organic post, it can significantly increase Facebook metrics – from impressions (obviously), to conversions – so we removed all posts with paid impressions from the analysis. For both time periods, we took the total reach for each post type and divided it by the total post count for that post type to get the average reach per post type for the given time frame.
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As expected, the average reach per post on status updates decreased after the algorithm change. Significantly.
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Photo and video posts had no discernible change in reach after the algorithm change as we would expect. This is good news for marketers who already regularly integrate rich media into their post strategies as it is well documented that images and video generate greater fan engagement – and from this research, it looks clear that they will continue to do so.
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While Facebook indicated other post types “may” increase in engagement and distribution, our research is evidence that this is clearly the case as our data pool showed a 30% increase in reach per post for link posts.
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status update posts saw a 65% decrease in engagement. Not only do status updates have little to no real impact on your business, but now they have less reach, too.
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That research unveiled that video posts collected the largest amount of average viral impressions as a share of average total impressions with a 36% boost. Paid media also affected engagement quite meaningfully. While its impact varied across post types, Photo and Offer post types increased most in engagement when paid media was applied, making them ideal units.
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Photos also had a high CTR average compared to other post types when paid media was applied, further reinforcing the Photo post type as a good choice for paid, rich media campaigns.