There have been rumblings around the social media sphere that Facebook was planning a big unveiling of a new policy, and it’s happened! Earlier today, Facebook announced that they were going to start prioritizing your friends and family in the News Feed, which means that when you post as your business, there will be fewer and fewer people that see them.
This is a huge upset, as Facebook’s algorithm has been consistently getting friendlier to businesses. This change will be a reversal of this past procedure, and could likely return Facebook to the social media platform we used in 2009 to communicate with our friends and family. While social media is certainly a connection tool, this reversal will dramatically drop your organic reach.
Pages that utilize “engagement bait” as a regular posting tactic will be docked for creating spammy Facebook posts. Engagement bait is defined as posts that “seek to take advantage of [Facebook’s] News Feed algorithm by boosting engagement in order to get greater reach. For example, you’re guilty of this tactic if you post content like ‘HEART for Libra, LIKE for Aries’. Facebook will begin “demoting individual posts from people and Pages that use engagement bait.”
Facebook is hoping to decrease the “spread of content that is spammy, sensational, or misleading in order to promote more meaningful and authentic conversations.” Facebook recommends that “publishers and other businesses that use engagement bait tactics in their posts should expect their reach on these posts to decrease. Meanwhile, Pages that repeatedly share engagement bait posts will see more significant drops in reach. Page Admins should continue to focus on posting relevant and meaningful stories that do not use engagement bait tactics.”
So, what does this mean for your Facebook page? Does it mean you need to abandon all hope and move to another social media platform? No. If this teaches us anything, it’s a reminder that Facebook and all other social media platforms have the privilege of changing their algorithms and sending us all into a tailspin on a whim and with no warning. We need to stay on our toes, and adapt. Your strategy for your business in 2018 should begin diversify your marketing so that not all your social media eggs are in one basket.
What This Means For Your Business
- Lower organic reach means you’ll pay more to reach the same people
- You’ll need to change your way of marketing on Facebook
- Facebook will continue to unveil huge changes, so you’ll need to stay on top of them
We’ve been witnessing Facebook’s slow decline of love for businesses, because it’s been getting harder and harder to reach an audience organically. I’m here to help you to navigate these changes as they come, and I will be updating you as the changes occur. These changes will occur in a couple of weeks, and there are likely more changes ahead. These changes are rarely published ahead of time, so you’ll need to pay close attention to the media.
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