Facebook recently made its latest changes to the design of its site, and specifically its newsfeed. So what effect is that having on the Pages run by brands and bands? Two separate stories give some clues. Inside Facebook claims that popular Pages with more than 100,000 fans are the key beneficiaries, getting 27.8% more Likes and Comments. Pages with between 1,000 and 5,000 fans are only getting a slight bump, while Pages with less than 1,000 fans have seen a noticeable decline in engagement. Meanwhile, Advertising Age claims that “reach is up but frequency is down”, suggesting that the changes have “boosted brands’ visibility among more of their fans but decreased the frequency with which a brand’s fans see its messages”. The latter report also suggests that Facebook’s new news ticker is one of the reasons for lots more Likes and Comments on brand Pages, as people see what their friends are up to in real-time. We’re hoping for some music-specific analysis soon.
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