Brands' Facebook reach dropped 38% after algorithm change, report finds

11/19/2012 | Advertising Age (tiered subscription model)

Brands saw the reach of their individual Facebook posts decrease by 38% following changes to the social network's algorithm, according to a Group M study. Posts could be seen by an average of about 15.6% of a brand's followers before the change and by about 9.6% of followers after the update, the firm found. The study also found that user-engagement rates on Facebook posts almost doubled after the change.

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