Facebook recently updated its News Feed algorithm to make way for more timely and relevant news. However, as a result, Facebook Page admins might see a decrease in the reach of other posts.
People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,500 possible stories Facebook can display. As a result, competition for each News Feed story is increasing.
Because the content in News Feed is always changing, Pages will likely see changes in distribution — specifically a decline in organic reach. This trend is expected to continue so long as the competition for each story remains strong and Facebook continues to focus on quality.
Businesses that rely on Facebook are urged to adjust their strategies to include both engaging page content as well as advertising to help promote your message more broadly. An easy way to do this is by using Promoted Posts.
Facebook is looking at who and what people are connected to and how they interact with content — such as how often they click, share, read, or comment — to determine what to show. As more people interact with your post, their friends might see it as a story in their own feeds, meaning you’ll reach even more people.
Previously there was concern around the ad unit as some advertisers worried that it could actually hurt organic reach. A recent study by Wisemetrics found that paying to promote your posts doesn’t have a negative effect.
“Ultimately, what’s good for people on Facebook is good for the businesses that use Facebook to reach and engage them,” the company stated on its business blog. “One of the ways we maintain a good balance between the two is by making sure News Feed is as interesting and timely as possible.”
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.