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Did the 9/20 EdgeRank Update Really Hurt Facebook Page Reach?

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Following up on a report that the 9/20/12 update, and reports from users soon after that their reach had been diminished, EdgeRank Checker looked at the numbers from over 3,000 pages to see what was up.

I didn’t have enough data from my own accounts to run my own test when they did. However, now that over a month has passed, I thought I’d take a look. Here’s what I found compared to their results.


Before 9/20: 26.0%
After 9/20: 19.5%
Change: -25%


Before 9/20: 27.0%
After 9/20: 22.5%
Change: -17%

From my sample, the data agrees that reach was decreased by around 20% post-9/20/12.

My content is meant to drive clicks so I don’t have much insight outside of reach, but I’d highly recommend looking at their data and comparing it to yours.

They also measured decreases in two other area, engagement and virality:

  • Viral reach: -45% post-9/20
  • Engagement: -17% post-9/20

If this holds true for other pages, and I wouldn’t be surprised if it does, it could be yet another indicator of Facebook’s slow push to turn pages into revenue generators by encouraging (indirectly, in this case) the use of Facebook’s advertising platform to get the reach a page desires.

The Question
The problem many resorts will have verifying this trend is that the end of September is a spike in engagement began as resorts started hinting of snowmaking, changing leaves, and the arrival of ski season.

If any industry wouldn’t see the impact of this algorithm update, it would be ours. So, the question is, did you see the same trend on your pages?

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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