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Authors: Chris Copeland, CEO, GroupM Next Nate Lee, Ph.D., Analytics Manager, GroupM Next Brandon Fischer, Partner, Director, Predictive Insights, GroupM Next November 2012
A lot has been made of the economics of Facebook in the wake of this summers IPO. At times it has appeared that the only thing more difficult than keeping 1 billion users happy is keeping investors and the Street satisfied. This is why every move made by the social network is scrutinized, not only for impact, but also for any alternate meaning to the businesss long-term health. One such move that has received much speculation is the shift in organic post reach for brands to their follower base. After encouraging brands to amass followers at scale, Facebook implemented significant changes to its EdgeRank algorithm earlier this fall. At the core of the change was a stated desire by the social network to improve consumer experience, acknowledging the impact to brands would be that the reach of an individual post would diminish, but that post engagement should improve. The questions raised from this move have been about the overall impact of these two implications and the alternative options available to ensure continued success for brands in a channel that has grown in importance, owing to the large fan bases established to date. Analyses conducted across the Facebook pages of 25 brands by the GroupM Next Predictive Insights team in conjunction with M80, a GroupM-owned social media and community activation agency, reveals results that are consistent with the original expectations set by Facebook, yet with underlying challenges and potential opportunities.
Percent Of Facebook Users That See An Organic Post By A Brand They Like
Organic Reach of Facebook Posts
that with a decrease in exposure comes increased engagement by users their posts reach, with brands experiencing a 96% lift in
15.56% 9.62%
38% Drop
Before
After
Gaining an Edge: The Brand Impact of Facebooks EdgeRank Algorithm Change November 2012
1
2.0%
Percent Of Facebook Users That See An Organic Post By A Brand They Like (Before & After EdgeRank Algorithm Change) On the surface there appears 18% Average Post Engagement Through Stories little amiss with the promise by
9.62%
0.76%
96% Afterhaving more than a billion users Before Lift Percent of Users That See Organic Post and brands with millions of fans.
dramatic lift in engagement simply
Before
After
cannot Stories Average Post Engagement Throughoffset the decline a brand (Before & After Facebook EdgeRank Algorithm Change) exposure. experiences in post
Percentage of Post Impressions That Result in Engagement
Percent Change In Reach Of Organic Post For brands, this new reality presents a challenge. Obviously there are paid solutions now available on By Post Type On 2.0% Facebook
(After EdgeRank suggested is the 1.5% Facebook, which many experts haveAlgorithm Change) motivation behind this shift more so than improved
10% 0.5% now have developing insights which can help to further shape their organic strategy without becoming 0% -10% 0.0% solely paid dependent. -20% Before After -30% -40% Average Post Engagement -50% The biggest loss-60% brands following the EdgeRank change, however, is around reach. In studying for -70% 2012 GroupM Next brands post types of photos, status updates, links, videos, and shares, it was determined that not all -80% Status Photo types have a negative Update Visibility Change -40.46% return%compared to reach 19.48% -68.19% -31.92% -59.06% Percent Change In Reach Percent Change in Reach 1.0% consumer experience. The data studied by GroupM Next suggests that, as a result of the change, brands 0.76% 20% 30%
1.49%
96% Lift
30% 20% reach of status updates 10% 0% Percent Change In Engagement Through Stories increases, signifying one -10% By Post Type On Facebook -20% option brands now have to -30% (After Facebook EdgeRank Algorithm Change) -40% 150% increase reach to users. -50% -60% 100% -70% -80% 50% Photo 0% % Visibility Change -40.46% -50% -100% -150% Photo % Engagement Change 73.52%
2012 GroupM Next
Gaining an Edge: The Brand Impact Percent Change In Engagement Through Consumption of Facebooks EdgeRank Algorithm Change By Post Type On Facebook50% November 2012
(After Facebook EdgeRank Algorithm Change)
0% 200% -50% tion)
-30% 30% -40% 20% more passive user activities and occurs whenever a user views a video or photo, or clicks on a -50% 10% -60% 0% page post. -70% -10% -80% -20% Status Photo When examining what connectsUpdateusers at -30% with a story level, brands can take heart in having multiple -40% -50% -31.92% 19.48% -68.19% % for engagement success in the new Facebook -59.06% options Visibility Change -40.46% environment. Most types of posts (i.e. -60% -80% -70% photos, status updates, links and videos) produce more stories per impression after the change Status to the Facebook algorithm. Shares, on the other hand, decline in engagement per impression. Photo Update % Visibility Change -40.46% 19.48%
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Percent Change In Engagement Through Stories By Post2012 GroupM Next Type On Facebook
(After Facebook EdgeRank Algorithm Change)
Percentage Change in Engagement (Stories) 150% 100% 50% 0% -50% -100% -150% Photo % Engagement Change 73.52% Status Update 56.76% Percentage Change in Engagement (Stories)
Percent Change In Engagement Through Stories types of consider the By Post Type On Facebook posts they create because
(After Facebook EdgeRank Algorithm Change)
150% 100% 50% 0% -124.98%
some
posts
do
not
Also noteworthy for brands is that, before the algorithm change, roughly 2.7% of a posts impressions 73.52% 56.76% 101.20% 57.10% -124.98% % Engagement Change Percent Change In Engagement Through Consumption resulted in some form of user consumption, while after this change, nearly 4.3% of impressions By Post Type On Facebook 2012 GroupM Next result in these forms of engagement. Algorithm Change) in activity corresponds to a 59% increase (After Facebook EdgeRank This difference
Percentage Change in Engagement (Consumption)
Status Update
act of consumption. The type of posts users will consume in the new environment is illustrated in the accompanying chart (right). Engagement Change %
2012 GroupM Next
0%
-100%
Photo
34.93%
% Engagement Change
71.43%
Gaining an Edge: The Brand Impact of Facebooks EdgeRank Algorithm Change Effect Engaging Material Has On November 2012
While advertisers now see more forms of engagement per impression of their post, these same advertisers are also seeing fewer total impressions. Taken together, these trends mean that
-50%
advertisers should not expect an increase in the aggregate volume of engagement of their posts on -100% Facebook. This result means that brands are not gaining additional organic engagement as a result -150% of the change and are only losing organic reach.
% Engagement Change Photo 73.52% Status Update 56.76% 101.20% 57.10%
-1
The implications, however, are not all negative. Based on the engagement data presented in this analysis, the EdgeRank change means that the material brands post to Facebook is being better
2012 GroupM Next
targeted by the network toward users with a high brand affinity. This is due to the fact that the Percent Change In Engagement Through Consumption EdgeRank algorithm (in part) makes posts more visible if the user is more engaged with a brands By Post Type On Facebook Facebook page. In the new Facebook environment, when an advertiserFacebook a post on their Change) (After makes EdgeRank Algorithm
Percentage Change in Engagement (Consumption)
200% 100%
Having the benefit of these insights, one myth worth busting is that0% engaging content. of A common refrain has been that the secret to real organic success would-100% be found through engaging content. However, the data examined for this analysis shows that since-200%changes to EdgeRank, the
-300% engaging content is less effective at generating organic reach. Engaging content still matters but,
surprisingly, not as much as it used to. This is likely due to the fact -400% the small audience of that Status
Photo
fans reached is more likely to be predisposed to engagement, regardless of quality, and therefore
% Engagement Change 34.93% -13.90%
Update
129.77%
44.03%
-2
proper cadence of messaging and post type based on similar models calibrated to their specific business. Brands must also determine what role paid advertising should play and which posts it should support. While paid support remains a linchpin of the overall Facebook strategy, brands need not expect it to be the only lever capable of bridging the gap in performance created by these changes.
71.43%
21.43%
Before
After
28%
21.43%
When studying the average set of posts by the brands before and after the Facebook algorithm 10%
0% change, we see that opportunities exist for improved reach. If the administrators of these pages are
empowered with the insights derived in this study, the brands analyzed could increase their reach
Effect of Engagement on Reach
Before
After
have been true to their stated intent, but for advertisers thats not entirely a good thing. What brands can do now in the new Facebook
Increase
Before After Optimized
28%
environment, and in light of deeper insights made possible as a result of the EdgeRank change, is better understand the impact post types have and marry that data with a publishing schedule and content creation plan. By doing so brands
Percent of Users That See Organic Post Projected Percent of Users that See A Brands Post After Optimization
2012 GroupM Next
can overcome some, if not all, of the loss in reach while enjoying increased engagement and using paid advertising as a supplement rather than a full replacement.
Gaining an Edge: The Brand Impact of Facebooks EdgeRank Algorithm Change November 2012
GroupM Next is the forward-looking, innovation unit of GroupM, the worlds largest global media investment management group that is the parent company to WPP media service agencies Maxus, MEC, MediaCom and Mindshare, as well as Catalyst Online and Xaxis. Together with GroupM agencies, GroupM Next focuses on the curation and application of insight-focused solutions across online, social, mobile and addressable channels. Through thought leadership, technology, research and education, GroupM Next delivers data-driven, actionable insights and a clear path to action to help GroupM agencies and their clients harness the right opportunities made possible in the digital technology and new media industry environments with speed and relevance. Access our work and discover our perspective at www.groupmnext.com. Contact us with questions or comments: cindy.spellman@groupm.com
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