Facebook is one of the most widely used social platforms today. It is used for socializing and also for a reason of business purposes, such as advertising, showcasing new products and staying in touch with the clients. But, according to a recent survey, publishers claim that their Facebook content s not reaching out to the number of readers it basically should have.
In order to verify this claim, a survey was performed by comScore to check out the difference between the previous referral traffic obtained through Facebook and the current change. Moreover, they also studied the number of unique visitors for certain platforms, for the same time period.
Joseph Tam, the Senior director of Digital for Media Agency MEC, said in an email, “The reported tweaks to Facebook’s Newsfeed algorithm, formerly called EdgeRank, are just the latest in a progression of changes that have slowly diminished the organic reach of brand pages over the past couple of years.” Further adding, he stated “Facebook has been very vocal in expressing that such changes are in the name of protecting the user experience and responding to user sentiment. You have to believe that efforts to ‘clean up’ the Newsfeed are essential to user retention and in the best long-term interest of the company, but it remains to be seen what the impact and reaction will be from marketers.”
According to Tam, Facebook has immense confidence that it can stay on the top of the social media platform despite of its algorithm changes. Facebook has been very vocal in expressing that such changes are in the name of protecting the user experience and responding to user sentiment. You have to believe that efforts to ‘clean up’ the Newsfeed are essential to user retention and in the best long-term interest of the company, but it remains to be seen what the impact and reaction will be from marketers.”This confidence comes due to its enormous 1.2 billion users.
However, it seems that there is a misconception regarding the idea of Facebook being considered an atheistic platform, somewhat similar to a public plaza which doesn’t curate to all the user experiences. Instead, you may say that the digital giant is now changing its algorithm to highlight user content in a different fashion, similar to other online magazine and newspaper columns. As a result, sites that are largely dependent on viral data will suffer more loss. On the other hand, Buzzfeed won’t suffer much damage due to its high end share ability and user proliferation.
Decline in the traffic was noticed right from Nov – 2013 which continued till Feb-2014. But, during this period, the number of unique visitors went surprisingly up. It seems like Facebook, like Google, is now making its publishers a chance to rethink on their newsfeed strategies.
Confirming the change in the algorithm, Facebook has stated that it has changed the algorithm based on how Newsfeeds were ranked earlier. The change was made to make user experience customized. “There’s a natural variability in the popularity of content on Facebook depending on what people are sharing—especially for posts that go viral very rapidly. Fluctuation can happen independently of updates that we make to our ranking algorithms,” a Facebook spokesperson stated.