Majority of Publishers See Much Lower Facebook Traffic Now vs. Last Year [POLL]

Facebook organic strech is dying.

Facebook organic strech is dead.

If we wish any trade from Facebook, we have to compensate for it.

We’ve been conference variations on a above themes for a while now from marketers, brands, and publishers who have watched a inundate of organic trade spin a drip over a years.

This has been due, in part, to:

  • Higher foe (more brands/publishers are posting some-more content).
  • More clickbait (more foe has done brands/publishers use outlandish or dubious headlines).
  • Algorithm changes meant to uncover reduction of a above and some-more from friends and family.

Facebook puts a reward on connecting people with their friends and family. This component is a vital partial of Facebook’s News Feed Values.

The amicable media height also recognizes that people design their feeds to broach ominous and interesting stories.

In 2015 and 2016, Facebook done several algorithm updates directed to uncover posts common by friends and family aloft adult in a news feed – over those from publishers, brands, and other pages.

Back then, Facebook had warned that a refurbish might means strech and mention trade to decrease for some pages and encouraged publishers to post things that their assembly are approaching to share with their friends.

But it turns out, these tweaks were not a final of a kind.

Earlier this year, Facebook rolled out another vital news feed algorithm refurbish that focuses on assisting users have some-more suggestive amicable interactions.

This meant showing:

  • More stories from friends, family, and groups.
  • Less public calm like posts from businesses, brands, and media.

Facebook is fundamentally observant that Pages simply producing interesting and ominous articles won’t cut it anymore. Public calm from Pages contingency likewise encourage suggestive interactions between people.

This new change in Facebook’s news feed algorithm left copiousness of publishers and businesses disorder from important drops in organic strech and engagement.

And Search Engine Journal is no exception.

Search Engine Journal’s Facebook Traffic Decline

At Search Engine Journal, when a “friends and family” algorithm was launched, we braced for a worst. We approaching to remove a good cube of a organic traffic.

For a initial time in a prolonged time, a Facebook trade was down year on year (January 2018 vs. Jan 2017). But usually by 2 percent. Not too bad.

But in February, trade from Facebook was down 24 percent year over year.

We started to get worried, yet things seemed to lapse to normal by June, where we possibly adult somewhat or about even from a before year.

Then came July. Down 45 percent.

August was some-more of a same. Down 42 percent from final year.

September was better, we were usually down 20 percent.

In October? Facebook trade was down 52 percent!

SEJ Facebook TrafficSEJ Facebook Traffic


We were means to make adult some of this trade with plain gains on Twitter and LinkedIn – yet not all of it.

What a heck is going on?

Were we alone in saying this trend?

To find out, we asked a SEJ village on Twitter.

How Do You Describe Your Current Traffic from Facebook Compared to This Time Last Year?

Here are a formula from this #SEJSurveySays poll question.

According to SEJ’s Twitter audience:

  • 37 percent settled that their trade from Facebook is much lower now compared to this time final year.
  • 27 percent responded that it is somewhat lower.
  • 25 percent answered that their Facebook trade is about a same as against to this time final year’s traffic.

Eleven percent of a respondents pronounced they indeed have higher Facebook trade this year.

Compared to this time final year, is your trade from Facebook.. – SEJ Survey Says Poll QuestionCompared to this time final year, is your trade from Facebook.. – SEJ Survey Says Poll Question

The Long, Steady Decline of Facebook Traffic

This problem isn’t singular to SEJ, obviously.

Other obvious publishers like BuzzFeed, HuffPost, and Mashable have all seen significant website trade declines over a past dual years, as remarkable by Ethan Chernofsky, Director of Corporate Marketing during SimilarWeb.

Chernofsky serve highlights:

“While there are many factors behind these declines, these sites share a pivotal trait: a complicated faith on amicable traffic.”

Several third-party information uncover that BuzzFeed is losing altogether website traffic.

According to stats common by Recode around SimilarWeb, over 40 percent of BuzzFeed’s trade comes from amicable – creation it a site’s biggest trade motorist – as against to 22 percent of trade from search.

That commission is still a distant cry from BuzzFeed’s heyday around 4 years ago, when they were getting 75 percent of their 150 million singular visitors per month by amicable media and Facebook was promulgation scarcely 4 times a trade as Google search.

At a time, BuzzFeed’s Founder and CEO Jonah Peretti shared that they don’t unequivocally consider about SEO anymore and they have motionless to optimize for amicable instead.

A lot has altered given then.

Now, BuzzFeed is perplexing to relieve a dependency on Facebook by perplexing to get readers to download their possess mobile app and build a approach attribute with their audience.

There are many other news publishers temperament a brunt caused by a drop in Facebook traffic.

Online repository Slate was among those strongly affected. The website’s Facebook trade dramatically forsaken by 87 percent given 2017 and it’s down some-more than 55 percent in 2018 alone.

Facebook’s Tightened Grip on Pages’ Organic Reach

In a early 2010s, while BuzzFeed was enjoying large trade from Facebook, other Page owners from a network were already pang from a drop in organic reach.

As early as 2012, Facebook Page owners have beheld a thrust in organic strech of adult to 40-50 percent (or more) due to a pivotal algorithm refurbish implemented in Sep of that year.

Several other marketers documented similar experiences and some theorized that a amicable network’s actions where dictated to grow their Facebook Ads platform.

2014 report from social@Ogilvy foresee a unfolding where “organic strech of a calm brands tell in Facebook is unfailing to strike zero.”

In a years that followed, Facebook continued to hurl out some-more tweaks in a News Feed and, consequently, matching anecdotes from undone Facebook marketers became commonplace.

Here are only a few:

Approaching Facebook’s Organic Reach Tweaks to Traffic

Facebook organic strech is not passed yet, yet it continues to collapse to this day. The downward trend is among a contributors to a solid decrease of website trade from a amicable network.

Not everybody in a attention perspective Facebook’s News Feed updates negatively, though.

Mark Traphagen of Perficient Digital thinks that these changes could spin out to be a blessing in costume for intelligent marketers who emanate “content that creates users wish to consider and rivet in genuine conversations, not only clicking a Like symbol and relocating on.”

Indeed, marketers are left with no choice yet to pierce on and find ways to retrieve mislaid website traffic.

Here are a few tips to overcome these challenges:

Prioritize Engagement

Facebook’s new algorithm updates underscore a need for publishers, brands and businesses to concentration on creation calm that encourages suggestive interactions between people.

These articles can assistance we know a significance of enchanting your amicable assembly and how to do it right.

Keep Yourself Updated

Familiarize yourself with how Facebook’s News Feed algorithm unequivocally works so we can improved know when changes like this happen:

Also, make certain to follow a latest Facebook news and updates from Search Engine Journal.

Rethink Your Overall Strategy

It’s about time to rethink how we do your selling initiatives. SEJ writer Katy Katz offers an alternative approach to your altogether strategy:

“Instead of classification your selling efforts by how we acquire a traffic, consider instead about who owns that property. Categorizing your efforts into owned, earned, and paid is about identifying how your calm achieves a chair during a assembly table.”

Katz serve asserts that a healthy selling plan factors in any of these forms of digital media placement opportunities.

Don’t Forget SEO

Publishers who relied heavily in amicable media, quite Facebook, ought to learn their lesson. Do not disremember SEO completely.

With Google sending more traffic than Facebook to websites again, hopefully publishers and brands will comprehend that hunt still matters.

Have Your Say

How do we report your stream trade from Facebook compared to this time final year? Tag us on amicable media to let us know.

Be certain to have your contend in a subsequent consult – check out a #SEJSurveySays hashtag on Twitter for destiny polls and data.

More Resources

Image Credit

Chart combined by Shayne Zalameda

Subscribe to SEJ

Get a daily newsletter from SEJ’s Founder Loren Baker about a latest news in a industry!


Leave a Reply

Your email address will not be published. Required fields are marked *