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Company wants to know why FB impressions dropped by half…
beginning Sept. 2022. They were always around 10-12 million then went to 4-5 million in Sept and never recovered. Everything at company remained the same in terms of frequency and content.
I’ve seen FB algorithm change articles, but none that line up with this time period.
Can anyone provide any insight?
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1 Reply
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Nothing other than you’re not alone in the drop in numbers.
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Well this is my educated guess as a normal mom of three kids in California who doom scrolls on social media way too much. In September, kids went back to normal in-person school -at least here. People went back to workplaces rather than wfh. Sports started back up for kids: football, soccer, softball. I know for me it’s been realllllly hard to go back to juggling all that and stay sane. Sooo I try to stay off social media to be the most productive since it takes up so much of my brain post-covid. And how do I do this since it’s such a habit? Apple introduced Focus settings. So I have my phone set to hide social media apps until a certain time. It’s way easier. And to make things even more detrimental to Facebook is that I’m gonna pick TikTok over Fb or IG if I’m trying to unwind. My TikTok algorithm is perfectly set to give me boosts of dopamine by showing me
Videos of things I’m interested in. Instagram is what I run my business from so it inherently gives me anxiety, and it makes me feel a little bit like shit when I see other moms seemingly have it together. Facebook shows me stuff people I’m related to are posting, not hobbies or subjects im personally interested in. Sooooo if my time is limited I’m going to engage with the social media that brings me the most joy. -
Facebook is turning into something else, it’s basically like a phone book to people now. No more organic reach, you pay to play harder than ever before, less and less people on it, hated by the youth, and tons of layoffs on the development side show me things are only going to get worse.
It seems the only people who will use it anymore are getting older and older. Facebook is already pivoting to Instagram, the switch to Meta nailed the coffin for me. All that’s left for it to do is rot. It’ll probably stick around like MySpace did
At this point We’ve basically put it on to the side at our company and have been focusing our efforts in different places.
It’s not over yet, but I’d start explain to your company that it’s stability is really shaken and to start considering other options for Advertisment. Because most likely it’s only going to get worse from here
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How’s your CPM and CPR though? Any noticeable difference?
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If you’re talking about organic, then organic content is pretty much dead on FB anyways – it’s for everyone 🙂
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The death bell is tolling loudly for FB.
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I’m a social media professional with a large company. We have a significant following and have been noticing a decline in reported organic reach that has us scrambling. This morning I’m wondering though, is it the reporting platform for Meta that has some error? As a single example, we ran some stories with interactive elements that had a great response. Some 400 answers. Accounts engaged reporting? 4. Anyone got ideas about this? Meta recently had some notices in Meta Business about insights being inaccurate, and have been shifting around elements on their “Distribution Score” reporting.
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Why is the company focusing on impressions? This is the worst metric to focus on because it’s the easiest metric to inflate. Hence why this is always a ‘fluff’ metric.
Re-frame their focus to different conversion points along the funnel – how did an awareness campaign result in email sign ups, web users, etc. etc. this actually tells you whether or not you’re hitting the correct target audience as you expand
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If paid, CPMs have been observed to almost double in the past two quarters on Meta platforms. If organic, why bother ????♂️
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In short, Facebook is dying. The election in 2020 to Jan/Feb 2021 was the end of massive traffic. Ever since then, campaigns have been down across the board. I run a media agency. Doesn’t matter the industry, doesn’t matter the product. Sure, we have had some small wins, and we’ve gotten better at targeting, but it is bad.
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Yes, FB has been done since Dec of 2020. I remember the days when any group could send massive targeted traffic. Now most public groups have a few spammers and bots that post all kinds of inappropriate stuff. I shifted to Youtube and Tiktok
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The big elephant in the room is called TikTok, as of right now, it is the fb killer. Short form video is killing, and unfortunately Facebook came too late to the video party, when everyone had already left
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