Engagement with Facebook Fans is Down 50% After News Feed Change

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Despite reaching 50,000 fans, Travel Republic have seen their level of interaction reduce dramatically.

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We’re pretty confident that we’re not alone in being a brand who is troubled by this large reduction

In early February, Facebook made a quiet overnight change to its news feed settings. It changed the default settings of many users so that they were only able to see posts from "Friends and pages you interact with most", as opposed to posts from "All of your friends and pages." Since this change, the level of interaction that UK online travel agency TravelRepublic.co.uk has seen with its 50,000 Facebook fans has fallen dramatically.

For example, on January 18, before the change was made, a post about Sir Trevor McDonald's Secret Mediterranean TV programme received 106,045 impressions (the number of times the post was seen on the company's Facebook wall and in the news feed of its fans), 113 likes and 49 comments.

Last week, on March 30, a similar post about Kirsty and Phil's new TV series Vacation, Vacation, Vacation received 49,683 impressions, 35 likes and 16 comments. Posts which used to regularly get more than 100,000 impressions now never get above the 50,000 mark. This is despite the fact that Travel Republic has more Facebook fans now than on the day that Facebook made its change.

The company is concerned that the change was made with such limited publicity that many Facebook users are totally unaware of it. As a result, lots of content which they would previously have seen, and engaged with, is simply being hidden from them. Almost overnight, the company's ability to reach its 50,000 Facebook fans has halved because their default news settings have been changed, largely without their knowledge.

The company has detailed its concerns on the Travel Republic blog and are currently awaiting a response to them from Facebook. Managing director Paul Furner said: "We can see that users are feeling very confused by what has taken place and are starting to disengage from Facebook as a result. As a brand with a sizeable Facebook following we're also troubled by the large reduction in our level of interaction with our fans. We call upon Facebook to review this issue as soon as possible."

About TravelRepublic.co.uk
Travel Republic is one of the UK's largest and most well-established online travel agents, with over one million holidaymakers booking annually.

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Louise Prior

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