The Potential Fallout of Cutting Back on Facebook Posts

Written by Danielle Bachini

Marketers know that Facebook marketing isn’t as easy or straightforward as it should be. Ideally, the process would be simple. You create a company page, share status updates via that page, and those updates show up in the News Feeds of people that have “Liked” you. But this is Facebook, and they are known for making things more difficult. The News Feed isn’t just a stream of updates from people or pages that you have liked. Instead, it’s a stream of updates that Facebook chooses to show you from people or pages that you have liked. Facebook’s News Feed algorithm is calling the shots, not you.

don't stopOf course, this algorithm is a secret. As marketers we’re left to experiment to try and figure it out as best we can, or learn from the experiments of others. Recently, I came across an article that included an interesting case study outlining what can happen when you cut back on your Facebook posting in an attempt to gain a News Feed algorithm advantage.

The marketing team at Pancake Laboratories cut back on Facebook posting in order to “find the weeds” or the low-engaging content that was believed to be bringing their Facebook Page’s engagement metrics down. More information can be found here, but here is an overview:

• Pancake Laboratories’ theory was that since they were posting so often (about 3-5 times daily), Facebook’s EdgeRank algorithm was showing their content only to the same fans who already engaged with them the most. By cutting back to posting once or twice daily—or not at all for one entire week—they thought Facebook would show their content, when they did decide to post, to a new, larger audience of their fan base.
• In the first week they cut back from posting 3-5 times a day to just once daily. The Talking About This number dropped, but the reach of status updates stayed about the same.
• In the second week, they did not post anything. The day following the seven-day hiatus, they posted a single status update to evaluate its engagement. The Page’s Talking About This number plummeted and the engagement on the first status update after the posting hiatus had remarkably low reach.
• In the final week, they posted twice daily. The reach on individual posts went up a little, but it was still low compared with what they were used to seeing prior to the experiment. The Talking About This number also remained low compared with the prior average.
• The hit that they took from this experiment lingered for a while, but the metrics began to slowly rise once they resumed their prior posting schedule.

So what can we learn from this experiment? First, it’s OK to post multiple times throughout the day. Actually, it’s recommended! As long as the posts are relevant and the content that you are sharing is good- go for it! Second, make sure to keep your Facebook page active. Facebook isn’t going to take into account how busy you are or that you have a deadline coming up and give you a pass when it sees that your posts have dropped off. Make content creation and social sharing a top priority at all times! Create a content calendar and be sure to stick to it. A Facebook hiatus, even a short one, means that you’ll need to work your way back to the level of visibility that your Page once had.

Categorized in:

Like what you've read? Please share this article


Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: