Yet again, Facebook is trying to improve user experience by improving the quality of content we see in our News Feeds. This time they’ve decided to make our News Feeds “friendlier”. What does this mean?
This means that the content published by your close friends will be prioritized over the content published by business pages. In other words, content from your close friends will be shown higher up and posts published by business pages will go down. So, you’ll see fewer of such stories now.
Is this another punch in the face for business pages? Well, it depends. If your fan page is posting great, entertaining and high-quality content people really like and consider engaging, you don’t have to worry too much. In Facebook’s official blog post announcing new changes, they shared a link to an article giving tips and tricks that should help fan pages to continue driving referral traffic:
And here is what they propose:
- Post frequently
- Share links, photos and a variety of content
- Upload videos to Facebook with a call to action
- Create content with social context in mind
- Tag other pages in your Facebook posts
- Host a Q&A
- Build around your stars – whether TV talent or writers or public figures
- Use Trending to find popular topics on Facebook and post about them
- Embed Facebook or Instagram posts in your website
- Add the Like and Share buttons to your website and mobile apps
- Add Open Graph and App Links tags
- Add Facebook Comments to your website
But, at the end of the day, we are sure you are well aware of fact you have to pay to reach. Yes, Facebook ads.
Beside this “friendlier” approach, Facebook has also announced 2 more algorithm tweaks.
The first one will affect those Facebook users who don’t have enough content to see in their News Feed. Instead of seeing “the end” of their News Feed, Facebook has decided to loosen up the rule preventing people from seeing multiple posts from the same source in a row. So, if someone has just a few friends and liked a few pages, from now on his News Feed will not face a content dry-out.
The second improvement and change refers to stories about friends liking or commenting on some post. From now on such information will have lower priority and will appear in your News Feed lower down than they used to, or will simply disappear from your News Feed if you already have enough quality content to fill in your News Feed. This “cleansing” will provide more space for the stories you really care about. Which is good.
All these improvements and changes are, once again, based on feedback from the users. As we know, Facebook is regularly surveying its users to understand their needs and wishes. And, as we can see, such information are giving results.
But, let’s go back to the first algorithm change that is, once again, punching business pages’ already low organic reach. Prioritizing friends’ content over the content provided by pages will definitely lead to further decline. However, Facebook states:
“If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed. This update tries to make the balance of content the right one for each individual person.”
But, at the same time this post ends up with this:
“The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity. In some cases, post reach and referral traffic could potentially decline. Overall, pages should continue to post things that people find meaningful and consider these best practices for driving referral traffic.”
In other words, yes, this will once again affect business pages and there are only 2 solutions for this problem. First one is, of course, the best possible content on the page and the second… Yes, you are guessing correctly – pay to play. Or more precisely – Facebook ads.
At the end we can just say that the latest statistics announced by Mark Zuckerberg show that Facebook is growing each day. Now Facebook community has more than 1.44 billion people. Read more what Mark had to say about this in his Facebook post.
So, whatever they’re doing, it seems it gives great results. At least for them…
What do you think about these new updates?