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Facebook Marketing Tips & Blogs

Here’s Why Your Facebook Stats Are Declining (+ How to Fix it!)

Updated on October 25, 2019
6 minute read

Facebook reportedly changed how it calculates Page impressions. Here's what you need to know.

Published October 25, 2019

Have you noticed a dip in your Facebook stats recently? You’re not alone!

That’s because Facebook has just changed the way it calculates Page impressions — it now filters out repeat views from the final count.

In this post, we’ll dig into why Facebook made this change to their analytics, along with 5 easy ways to boost your Page performance so you can stay right on track:

Seeing a Decline in Your Facebook Stats? Here’s Why:

If you’ve been keeping a close eye on your Facebook analytics, you may have noticed a decline in your stats over the last week.

Starting October 17th, Facebook began rolling out changes to how page impressions were calculated:

In a nutshell, Facebook has updated the time frame they use to filter out repeat Page impressions from the same viewer to better align organic post metrics with the methodology they use for ads. 

Unfortunately, this means your Facebook stats will likely see a decline over the next few weeks — even if your actual Page distribution hasn’t changed at all.

The good news is, your organic Facebook stats should now be a more accurate benchmark to compare your ad performance against. 

Plus, it’s important to remember that this change is impacting every business — seeing a decline in your metrics doesn’t necessarily mean your Facebook strategy has flopped. You can read all about Facebook’s changes in their blog post here.

But if losing numbers isn’t your thing, you can always start experimenting with these quick and easy tips to boost your Page performance:

How to Boost Your Facebook Stats Tip #1: Create More Share-worthy Content

Creating relevant, share-worthy content is one of the best ways to increase your reach and tap into new audiences on Facebook.

What might seem like a simple change to your content plan, is actually a huge Facebook growth hack — the trick is to consider what will motivate your audience to hit “Share”, while still linking back to your business.  

For example, if you run a kitchen appliance business, consider sharing quick recipe videos that inspire followers to get creative in the kitchen (while featuring and linking to your products!). 

Buzzfeed’s Tasty food channel follows a similar tactic and gets thousands of shares on every video they post:

Personalized product recommendations, infographics, funny memes, how-to hacks, and lifestyle edits all have a high shareability factor — but always remember to tie it back to your business or brand.

It’s worth making sure your content is highly visual, and easy to understand at a glance. Add attention-grabbing headlines to your video content, as well as subtitles so people can watch with or without sound. 

EXTRA BOOST: Add a call-to-action to your post caption to encourage as many engagements on your post as possible.

How to Boost Your Facebook Stats Tip #2: Post Consistently to Your Page

It may sound like a simple tip, but consistently posting to your Page can be one of the best ways to drive up your page metrics. 

Regularly posting will show your audience that your Page is active and worth engaging with, which is great for encouraging more likes, comments, and new follows.

More activity can also be a huge positive indicator to the Facebook algorithm — improving the odds that your content will be served to more people on the app!  

Ready to start posting more consistently on Facebook? With Later, you can plan and schedule a whole week of Facebook posts in one go!

How to Boost Your Facebook Stats Tip #3: Get Creative with Facebook Stories

If you’re not posting on Facebook Stories yet, now is a good time to get started!

Facebook Stories are right at the top of a users homepage — so when one of your followers opens their app, your stories could be the very first thing they see.

This is a huge opportunity to engage with your audience — especially if you take advantage of all Facebook’s built-in engagement tools, such as the Poll or Question stickers. 

And the best thing is, while user adoption rates for Facebook Stories are growing, the number is still low enough that you can stand out from competitors and grow your organic reach!

Looking to level-up your stories strategy? Read our Ultimate Guide to Facebook Stories now!

How to Boost Your Facebook Stats Tip #4: Discover Your Best Time to Post on Facebook

Facebook can be an incredible channel to achieve your marketing goals, but if you’re getting your posting times wrong, you could be setting yourself up to fail.

Publishing when your audience is most active will give your posts a much higher chance of success — as more people will be around to view and engage with your content. 

So when is the best time to post? 

Unfortunately, there is no one size fits all answer. But we do have a step-by-step guide — so you can easily discover the best time to post on Facebook for your business! 

How to Boost Your Facebook Stats Tip #5: Run a Giveaway with a Partner Brand or Influencer

The only thing more effective at driving engagement on Facebook than a giveaway… is a joint giveaway!  

If you’re looking to double-down on reach, partnering with a relevant brand or influencer to host a giveaway is a surefire way to tap into a whole new audience.

For example, SPF skincare brand Supergoop hosted a joint giveaway with Janie and Jack earlier this year. To enter, people had to follow both accounts on Facebook and comment on the post:

Hosting a joint giveaway is a great way to drive more traffic to your page organically — and with the right strategy, it can also be a great way to strengthen the community on your channel. Double win! 

To make your giveaway as successful as possible, partner with a brand or influencer who has a similar audience profile on Facebook — and make sure your products appeal to both audiences equally. 

Although a drop in Page performance can feel like a real blow, it’s important to remember that everyone will be impacted by this latest Facebook change.

And if you’re looking to make up the difference, this could be a great opportunity to get creative with some new growth strategies on Facebook! 

Ready to get more customers from social media? Later makes it easy for you to plan and schedule your posts to Facebook, Instagram, Twitter, and Pinterest!

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