Facebook Promoted Posts is FAKE: CASE STUDY

If there’s one thing guaranteed to get Facebook page owners riled up, it’s a change to theEdgerank algorithm. This month complaints have been springing from every corner of the world’s largest social network about the latest tweaks (and frankly, why should I be any different?).

Over the past weeks I’ve been watching our page reach figures fall... and fall... and fall... with Facebook’s latest changes putting severe limitations on the amount of organic content that we can serve to our followers.

I try to make sure the Econsultancy page follows the moving best practice goalposts, so in order to understand the situation and try to arrest the decline, I decided to try out a series of promotions to gauge their effectiveness. 

Before I go any further, a caveat: This is obviously a limited test. I’m being careful with the company credit card at this point, so I simply wanted to judge how different kinds of promotions reach people, and see how effective Facebook’s promoted posts targeting is.

Here I’ve tried a couple of different types of post and wanted to see how much bang I’d get for a small investment. 

If you are running ads regularly then please do add your comments on this below, it would be great to find out more about how the changes have affected your campaigns recently.

IMPACT ON ORGANIC REACH

First of all, let’s look at how our organic reach figures have changed recently.

Here’s a few of our posts from before the change:

When Facebook began providing reach figures we routinely reached between 2,000 and 4,000 people, per post(at the time, our page had around 7,500 total ‘Likes’).

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