Viral Reach Skyrockets Due to Facebook’s Major Insights Fix

[Updated: 03/01/13] // An example of a massive increase new Viral Reach added //

Facebook announced an “Important Update to Page Insights Reporting” last week. Facebook blamed bugs as the cause of Reach and Impressions being under-reported. In the post they suggested the following possible outcomes for Pages:

Overall, we expect most Pages to see:

  • Total reach to  stay the same or increase for most Pages
  • An increase in paid reach if you ran News Feed ads
  • An increase or decrease in organic reach, depending on many factors such as the composition of your fan base, when and how often you post and your spending patterns
  • A change in metrics computed from reach and impressions, such as engagement rate and virality
  • We know that accurate data is fundamental to building and improving your Facebook presence. We are taking this very seriously.  We have already put a number of additional quality and verification measures in place to prevent future bugs and resolve them quickly if they arise.

In the post, they specifically mention monitoring the overall impact “starting on Monday, February 25.” We decided to dive deeper into the numbers to see how Page owners are being affected.

What Did We Study?

We took a look at Monday, February 18th vs Monday, February 25th. We looked at Pages that posted on both days. Our sample size was roughly 1,000 Pages. Facebook specifically mentioned the following metrics to be impacted: Total Reach, Paid Reach, and Organic Reach. We opted to include engagement (Likes, Comments, and Shares) along with Viral Reach into the study. We averaged each day by post for each Page, then looked at the median when comparing Pages.

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