Facebook update could decimate your page

Facebook has announced yet another change to its News Feed and this one will be impossible to ignore.

It seems hardly a week goes by without an algorithm change for Facebook’s News Feed (the bit where you see page posts and status updates.)

This one, announced on Thursday, will really make a difference to whether your posts get seen as Facebook shifts to content that brings friends together… even if that hurts the businesses and brands that have built a following on the platform.

What’s changing?

Facebook says it wants to focus on connecting people to meaningful posts and comments from their friends and family – and to spark conversation between them.

“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other,” Facebook chief Mark Zuckerberg said in a post.

This is clearly in response to the trend of people posting on the site (often using third-party tools) but not driving any real engagement.

The change means that Facebook will automatically predict which posts “you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to.”

Your page will find it harder to be seen

This massive change means that posts you make on your Facebook page are less likely to be seen by those that like the page.

“Pages may see their reach, video watch time and referral traffic decrease,” Facebook’s statement says.

If your page does not spark comment, it will be hit the hardest.

What should you do?

The key to this is Facebook’s aim to generate conversation.

To that end, you need to think about how you can create content that people will not only love, and comment on, but that will spur conversations between friends.

The kind of content where people tag friends who react with comments.  This includes live video which is seeing great gains.

So, thinking not about promoting your brand but being the instigator of conversation is the first thing to do.

Secondly, if people want to continue seeing your content on their crowded timelines then they can opt to “See First” in News Feed Preferences settings.

Thirdly, think about creating fewer pieces of content, making them more engaging…and using promoted posts on Facebook to get them seen.

Need help with your content marketing? Contact me and let’s talk.

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