As an initial disclaimer, this blog post is attempting to merely reveal what the first two weeks of post-new hybrid news feed data is showing. We expect the data to most likely return to similar levels before the new hybrid news feed, but we do feel it’s important to monitor & report the changes.
What does the data say?
After collecting data for 2 weeks, impressions remain to be below the benchmark while engagement is above the benchmark. Impressions are down 25%, Likes were reported at +9%, and Comments up even higher at +21%.
It is very interesting that engagement has been up, while impressions have been down. We analyzed the correlation between engagement and impressions awhile back (Engaging Your “Consumers” — How Facebook Engagement Can Lead To More Impressions) which yielded a correlation of .569. The new hybrid news feed seems to indicate that this correlation has changed. We will be monitoring this potential change in correlation in the near future.
What’s our analysis of the data?
Disclaimer: To directly compare to our previous report is slightly misleading due to the 2nd report including the 1st report’s data, however it is still partially relevant.
We ran a preliminary report last week looking at approximately 1 week of data (Impressions & Engagement 1 Week After Facebook’s New Hybrid News Feed) which reported Impressions -33%, Likes +18%, and Comments +17%. This 2nd report is showing that Impressions are increasing as they move towards our benchmark. Likes seemed to take a step back in growth, while Comments continued to grow. The most surprising aspect of this 2nd report is the increase in Comments. Typically, Likes are easier to attain than Comments, which makes the strong growth in Comments even more interesting.
What do we expect in the future?
Personally, we believe that EdgeRank has been made more focused. This will add additional pressure to Facebook Pages to truly create engaging content to expand their reach. We also do expect the impressions to Increase, although the percentage may never return to previous levels.
How did we analyze the data?
We utilized over 3,500+ Facebook Pages who posted during both time periods of 9/3 – 9/17, and 9/24 – 10/8. The reasoning behind these two time periods was to compare the same days of the week to reduce any daily traffic/activity patterns. We also did not include 9/20 – 9/22 due to most likely erroneous data (most experts agree) reported on those days.
We averaged each Page’s posts data during that time period, data including impressions, likes, comments, and fans. We then created a summary document looking at how the changes impacted each individual Page. After analyzing the effect of the changes per Page, we summarized this data into the data we reported above.
As we stated in the disclaimer, it’s still way too early to tell what the implications of the new hybrid news feed has officially inflicted upon Facebook Pages. However, it is our intention to report the data as it happens and offer our best explanation of what may be happening. We will continue to monitor the situation and provide as much detail as we can.
The data would seem to indicate that Impressions look to be down. The question now seems to be not if Impressions are down, but by how much.