Beginning this month, Facebook is implementing a change to its News Feed. Those changes will ultimately impact the effectiveness of Pages, or more specifically, your organization’s Facebook Page. If you want to read Facebook’s announcement for yourself, click here to be taken to the article.
What Change Is Facebook Making?
Facebook surveyed hundreds of thousands of Facebook users and learned that users want to see more content from people and Pages they like. Users also want to see less promotional content.
Facebook employs an algorithm that limits the number of ads a user views and the quality of those ads, but, until now, organic (free) promotional content from Pages has not been as heavily regulated. Based on feedback from Facebook users, this promotional content includes posts that specifically push users to buy a product, enter a contest or sweepstakes, and posts that contain the exact same content as Facebook ads.
Facebook has decided to limit the amount of promotional content from Pages that will appear in News Feeds. This means that organic distribution of the promotional content will significantly decline; in other words, fewer people will see that promotional content in their News Feeds.
What Does This Change Mean for Your Facebook Page?
If you are actively publishing promotional content on your Facebook page, you can expect that your content will reach fewer people than it might have in the past. You will need to pay more attention to the type of content you are posting; seek to publish relevant and informative content over promotional content. Save the promotional content for Facebook Ads. Yes, Facebook Ads require an advertising budget, but when you’re paying to distribute your promotional content, you will have better success in reaching your target audience. Remember, the restrictions that Facebook is implementing apply to organic or free content that is created and published directly by Pages; they don’t apply to paid advertisements.
Remember, Facebook is a business. They need to make a profit, and in order to do that, they need as many people as possible using their service. In order to make their users happy, they want to deliver the type of experience that the users told Facebook they wanted. If controlling and delivering the content their users want to see makes their users want to stick around and use Facebook, then Facebook will do what they need to do to make their users happy.
The Future of Facebook Pages
Facebook understands that Pages are an important and beneficial part of the Facebook experience. They know that business Pages are important for search engine optimization and mobile searches. They know that users want to interact with Pages and receive non-promotional Page content in their News Feeds. As such, Facebook plans to increase its investment in Pages by incorporating more features in the future.
If you have questions about your social media strategy, including Facebook, please reach out to us! We’re happy to answer your questions.
Article source: https://www.facebook.com/business/news/update-to-facebook-news-feed
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