Dive Brief: 

• Analytics firm Simply Measured tracked a select group of brands on Facebook from May 2013 to May 2014, studying two algorithm changes that decreased organic reach. 
• Many brands started posting more often in an effort to increase engagement — MTV, for example, increased posts to 400 a month, but overall brand engagement decreased by 68% and per-post engagement dropped by 102%. 
• The only brand in the study able to increase engagement was Harley Davidson, which posted photos on a daily basis that it knew its audience would like, boosting its engagement by 33% per post. 

Dive Insight:

The main lesson to be learned from Simply Measured's findings is that quality matters far more than quantity when it comes to effective Facebook posts. Harley Davidson shows that a brand that really knows its audience and caters to them will see the results in its engagemtn. The higher that engagement, the more weight Facebook gives to the brand's posts, and the higher its organic reach can become.