What is causing the decline in organic reach?

The simplest answer is there is a significantly greater amount of potential content flooding into our news feeds on a daily basis. This bigger firehose of content is caused by several factors, including:

  • The average number of Facebook friends users have is 338 (that’s a big increase compared to 130 back in 2008).
  • 15 percent of Facebook users have more than 500 friends.
  • There are between 1500 and 15,000 pieces of content that Facebook could potentially show in your news feed each time you log on to the site!
  • The Facebook news feed ranking algorithm (some folks call this formula ‘EdgeRank’) uses more than 100,000 weights* to determine what you’ll see.
  • Ultimately, out of the 1,500 – 15,000 potential stories, Facebook passes them through the mega algorithm and displays approximately 300 stories in your feed.

*Examples of weights: how many mutual friends like the person/page/content, how often you interact with the person/page, when the post was published, when the last comment was made, what types of content you typically interact with: watch more videos and Facebook will show you more videos, like more links and Facebook will show you more links.