The research analysis was carried out by data scientists at Echobox, an AI-powered social publishing platform, in August 2020 and is based on more than 250,000 unique Facebook posts. The report found that Facebook algorithms, whether directly or as an indirect consequence, penalize publishers for posting either too frequently or too infrequently. Main findings include:

·       Facebook penalizes many leading content publishers for posting at what it considers to be the wrong frequency 

·       Huge swathes of content, including those from leading news, fashion, lifestyle and sports brands may never make the news feed as a result 

·       Any company that publishes regularly on Facebook could be missing out on valuable reach and traffic that can have a significant cumulative impact 

·       Penalizations are unique to each publisher 

The full report can be downloaded here.