The ever-changing landscape that is the Facebook news feed seems to have shifted yet again, folks. And this time it’s going to affect your business page’s organic reach. Usually quick to deploy the ambiguity shield, Facebook is actually being pretty transparent about this change this time.
AdAge reports Facebook telling business users:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
If that statement still sounds a little wordy and euphemistic, how’s this for a more direct approach:
“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
Basically, Facebook has been tinkering with its proprietary news feed-determining algorithm (EdgeRank) again, and it’s not good news for brands. Facebook is always trying to get the balance of news feed content just right. Imagine an old school stereo where you adjust the treble and bass manually, trying to make it sound right. Let’s say the treble is content and updates posted by brands, and the bass is the updates and items shared by personal users. Facebook periodically turns the nobs just a tiiiiny bit to adjust the levels, and it has major reverberations for brands. Too much with the analogy? Stay with me.
So the folks at Facebook adjust the balance to favor the bass (personal users) slightly more over the treble. Well, this means that fewer and fewer users will ‘hear’ the treble (brands) as a result. But wait! What if Facebook told you that while it’s important to them to have people hear more bass, if the treble wanted to turn itself up, that’s the treble’s call.
Conveniently, the method through which the treble could turn itself up also happens to be a service that Facebook provides, and it costs money. Whether that is an intentional move to boost advertising revenue or just a natural product of the current Facebook economy is really up to users to decide for themselves.
No matter the cause of the current decline in organic reach of brands’ content, the important thing now is to figure out what to do about it. If it’s in your budget, the easiest and probably most effective thing to do is to promote your posts through Facebook’s advertising offerings. Of course, not everyone has the dollars earmarked for Facebook advertising. So what’s a brand to do? Unfortunately there is no magic bullet. The best strategy for reaching as many of your fans as possible? Keep posting highly engaging, highly shareable content that really resonates with the people who see it. They will share it with friends, interact with it, and help increase your content’s ranking.
And if the idea of spending more time discovering and posting great content has you sweating, don’t forget Pagemodo offers tools like Suggested Content and Post Designer as part of its Posts engagement solution (hey, if Facebook can do shameless plugs, so can we).