Facebook News Feed Changes: What Does It Mean For My Business and Organic Content?

In Social Media Marketing, Uncategorized by Sean Ireton

With the recent announcement from Facebook regarding major changes to the News Feed, many businesses are scrambling to find effective ways to reach their organic audience. With this algorithm shift, marketers are claiming that organic posts on Pages are officially extinct and an all-in paid strategy is your best option moving forward on Facebook to reach potential customers.

We’re going to break down the details and what your business can do to still get eyeballs on organic posts: 

News Feed changes:

  • Over time, what Facebook calls “public content,” or unpaid posts by pages, exceeded the volume of posts by people. This shift has detracted from Facebook’s core mission and will cause the reach, video watch time and traffic of pages to decline as a whole.
  • Posts by pages that don’t garner interactions like “reactions,” shares or comments will be especially downplayed by the updated algorithm.

What does that mean for organic content?

From Facebook: “The impact will vary from page to page, driven by factors including the type of content they produce and how people interact with it. 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.”

Next steps?

  • Hyper-engaging content: Create content that truly makes people’s lives better. Public content that encourages positive discourse among Facebook users will be algorithmically rewarded with coveted spaces in people’s News Feeds.
  • Content options: Create more live videos or recurring series of how-to posts that addresses meaningful issues. They are looking for anything that might provide actual value to your prospects and customers.
  • No more “Engagement Bait” posts: Engagement baiting techniques, such as encouraging people to comment on their posts to get them to rank higher will be no longer be favorable on the News Feed.
  • See First option: People who want to see more of your public content can choose “See First” in News Feed Preferences to make sure they always see posts from you. This could be beneficial for some of your top fans but could be one step too many for people who are not committed to your content.