Facebook announced yet another change to how it will handle brand page posts. Beginning in January 2015, people will see less promotional content in their News Feeds. This change aims to increase the relevance and quality of the overall stories people see in their News Feeds, but will inevitably result in a significant decrease in organic post reach for brand pages.
After surveying hundreds of thousands of people and asking how they feel about the content in their News Feeds, the answer was that people wanted to see more stories from friends and Pages they care about, and less promotional content. According to the people surveyed, there are some consistent traits that make organic posts feel too promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
What this means to you….
- You should expect the organic reach of your brand pages to fall significantly over time
- You should evaluate your content strategy aiming to maximize unpaid reach through non-promotional content
- You should evaluate (by running small inexpensive tests) the impact of adding Facebook Ads to your Facebook strategy to optimize reach of promotional content