When a Page Manager sees awesome content, should they use the Share functionality or repurpose it? We decided to dive into the data to find out.
Viral Reach is essentially non-existent for photo posts that are Shared. Why is this? It’s most likely due to how Facebook is treating the object in the news feed. Facebook must balance between rewarding the original creator the post, while also giving some organic reach to the sharer.
What about the fans that are seeing a Shared post organically? Organic Reach is down as well, although not as nearly as drastic as Viral. This decrease in Organic Reach most likely correlates with engagement.
The graph above illustrates that engagement did decrease for Shared content as well. This is most likely the cause for the decrease in Organic Reach.
Why is this?
Viral Reach being essentially zero is most likely due to how Facebook treats Shared Posts and how people in the news feed interact with Shared Posts. Looking at the data, people are less likely to Share a piece of content that has been Shared. Looking below, we can see that an original photo is Shared 4x more often than sharing another brand’s Post.
What should you do?
We recommend that you do not directly Share content from other brands. It’s more advantageous to create the content yourself. If you can’t create the content, we recommend repurposing the content. Most successful news pages do an element of this to gain more market share.
If Lady Gaga wins a Grammy, don’t Share “The GRAMMYs” Facebook Page post about it. Create your own post, with your own imagery (give credit where credit is due), and mention to your fans that Lady Gaga won a Grammy. This gives your brand the best opportunity for success in the news feed.
We look at this situation as an analogy to the news industry. Often a story is reported on by the AP, then is repeated with thousands of different perspectives throughout the world. Facebook ideally wants to reward the original creator of the news story, but it’s impractical to restrict any other perspectives and Shared stories. Facebook has attempted to create a balance by giving the most Viral Reach to the originator, but allows brands to piggyback off the story by reaching their fans.
Continue to search for great content and repurpose it for your own fans!