Subscribe
for just...
plus
In the future, buying reach for posts on Facebook will be part of the game, whether we like it or not.
Several readers have asked me to write about the drop in 'reach' on Facebook. What has happened is that Facebook has turned the dials on EdgeRank to force brands to spend even more on promoted posts for anyone not directly valuable to Facebook.
The way we see this is that reach (number of people who see your post) is down, while 'people talking about' remains the same. Or in other words, the people who engage are the same as always (the valuable group to Facebook), but the listeners (the majority of the people who buy your products) are less likely to see your posts.
Let me illustrate this in a very simple way:
What we don't know (because Facebook decided to no longer provide that data), is how many of the missing people have liked your page. That is, we don't know if the lower reach are people outside our circle of influence, or inside it.
As Mikael Lemberg, Client Partner of Facebook wrote (Danish):
The overall purpose of Facebook's news feed algorithm is to ensure that the content people consume on the frontpage is as interesting and engaging as possible. Put another way: Optimally, we want people to click, like, comment, etc. on all the stories in our news feed.
The mission of the News Feed algorithm is to predict what stories we are most likely to interact with, and then ensure that they are delivered before the stories we just want to consume passively.
I understand why the people of Facebook think this way. Facebook is based on an advertising economy, and as such they make more money the more people engage. Brands, however, are not based on an advertising economy. They are based on a sale economy.
Register to try out Baekdal Plus completely for free for one week.
Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.
As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.
Yes, of course, please write to plus@baekdal.com and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.
Yes, please write to plus@baekdal.com for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).
Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.
Free for subscribers
...or full access for $12
Climate change coverage needs a different focus, otherwise we lose our audiences
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Solve one problem, to solve all of them.
Free for subscribers
...or full access for $12
Churn is something you have to manage long before people even subscribe
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
When publishers want to engage with their audiences, are they really unengaging them instead?
Free for subscribers
...or full access for $12
Only about 15% of the public pays for news, so how we do convert the remaining 85%?
Free for subscribers
...or full access for $12
Free for subscribers
...or full access for $12
Personalization isn't a filter. It's a focus
Free for subscribers
...or full access for $12
Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
plus
plus
plus
plus
plus
plus