31 Jan Facebook News Feed Algorithm Change
Decreased Reach for Facebook Pages: News Feed Update
Mark Zuckerberg recently announced an update to the Facebook News Feed algorithm that will encourage more content to be shown from people within your network and less from the businesses you follow.
In his post , Zuckerberg stated that this change in the algorithm is largely due to research indicating that “when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long-term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good.”
Facebook started making changes in this direction in 2017 and will continue the full rollout of this algorithm in 2018.
“We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
In his post, Zuckerberg predicts that this change will most likely cause people to spend more time away from Facebook but that the quality of the time they spend on the platform will improve.
How Will This Change Affect Your Business Page?
In the News Feed FYI: Bringing People Closer Together post on the Facebook Business Blog, Adam Mosseri – Head of News Feed at Facebook provided some insight that is said to decrease page reach, video watch time and referral traffic.
This post clearly states that reaching your target audience organically will become more difficult, but businesses posting highly engaging content that encourages conversation will still be able to reach their audience if they continue to post engaging content. He writes:
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect…Page posts that generate conversation between people will show higher in News Feed.”
If the content you are currently posting isn’t creating engagement and encouraging conversation between followers, you’ll reach even fewer followers in future.
Create Engaging Facebook Posts
In order for your business to continue reaching your target audience once the algorithm change is in full effect, the secret is to engage with the followers on your page TODAY. Merely posting an image won’t help you to engage more followers the way it used to it the past and you’ll have to find a more creative way to reach your audience.
Your business needs to continue to reach a large audience without relying on Facebook Advertising with each post, hiring a social media team to assist with creating compelling content and creative graphics to suit your social media strategy is highly recommended.
Need help to find a way around these Facebook News Feed Algorithm changes?