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Extreme Facebook Engagement After Depreciation

L

I think we have all been hit by the recent metrics depreciation in April, but our engagement rate FYoFY dropped by OVER 50%, which is the craziest thing I have ever seen. That’s when we report out on the profile level. However, when we report on the post performance level and filter out paid ads, our engagement rate drop is only around 25%. That is still a significant decrease that is concerning, but I have a feeling that our paid ads are causing this extreme decrease and I am not sure the best way to prove that. I am only responsible for our organic social presence.

My questions to the group:

  • Does anyone have a good source for the argument that paid ads can affect the engagement of social content? 
  • Does anyone know of a “sweet-spot” number for the amount of ads that should be running concurrently?
  • Does anyone have any other opinions of why we may be experiencing such a decrease in engagement?

Thank you for your help and insights!

 

 

4 replies

K
Forum|alt.badge.img+2

No insights, but here to follow!

J
  • jeff.may
  • Level 1
  • 1 reply
  • April 4, 2025

Did you ever find a solution to this ​@LVHN Lindsay ?? We have been struggling with this issue for over a year.

A
Forum|alt.badge.img+2

I think 3-5 ads running concurrently is the typical number from what I’ve seen. It’d be interesting to do an A/B testing to see which ads has higher engagement and then maybe from there, you can find out the drop of engagement rate. Just a suggestion!

ajl3photo
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  • ajl3photo
  • Level 4
  • 40 replies
  • April 8, 2025
LVHN Lindsay wrote:

I think we have all been hit by the recent metrics depreciation in April, but our engagement rate FYoFY dropped by OVER 50%, which is the craziest thing I have ever seen. That’s when we report out on the profile level. However, when we report on the post performance level and filter out paid ads, our engagement rate drop is only around 25%. That is still a significant decrease that is concerning, but I have a feeling that our paid ads are causing this extreme decrease and I am not sure the best way to prove that. I am only responsible for our organic social presence.

My questions to the group:

  • Does anyone have a good source for the argument that paid ads can affect the engagement of social content? 
  • Does anyone know of a “sweet-spot” number for the amount of ads that should be running concurrently?
  • Does anyone have any other opinions of why we may be experiencing such a decrease in engagement?

Thank you for your help and insights!

 

 

I don’t have a good source, just what I’ve seen. When running ads, we have more eyes on our content. Our content is pretty good, so it’ll create that engagement we want. When we’re not running ads, we definitely see less impressions, even if the type of content hasn’t changed. 

We normally run at least 3-4 ads at any given time, but that number goes up based on our needs. 

Facebook recently created the Friends feed, which only shows posts from your friends. I’ve seen more people using that, which could result in why content from pages isn’t being seen as much.

@ajl3photo | A J Lopez III

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