Facebook announced 7 days ago what we’ve all been expecting for a long time: that Pages will be shown less to their users in the News Feed and instead their friends and family will be prioritized.
Adam Mosseri, who is Head of News Feed at Facebook, said:
With this update, we will prioritize posts that spark conversations and meaningful interactions between people.
We will also prioritize posts from friends and family over public content, consistent with our News Feed values.
If you’re one of the many Freelancers or independent businesses that benefit from referral traffic or even sales through your Facebook Page, then you need to pay attention.
Will the update negatively affect my reach?
The answer to this is: probably.
Facebook has claimed it’ll only negatively effect pages that don’t consistently post content that their followers want to engage with. They’ve said:
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.
If you’re one of the pages that consistently drives good reach – which means getting lots of tags or comments from your users, then the update won’t cause you so much of a problem.
If however you are like most independent business and your engagement is hit and miss, you may want to start working on your content to get the best engagement out of it. Check back soon for a post on this.
How will I know if my Page is still showing in the News Feed?
Pages will be prioritised based on how many posts ‘generate a conversation’.
This could be anything from friends debating in your comments to people tagging each other in them.
Facebook wants to be seen as a place that “brings people closer together and build relationships” and they’ve put that at the heart of their News Feed update.
The algorithm will change to prioritise the types of posts people typically interact with. So if you have a core set of die-hard, loyal fans who comment on everything you do, chances are high they’ll continue to do so.
Also, people who’ve selected ‘See First’ for your page will continue to see your Page’s posts at the top of their News Feed.
If you don’t know what this is, it’s a handy feature Facebook added so people can keep track of their favourite Pages by having their posts always stuck to the top of their News Feed.
It might also spell an end for click-bait
Facebook has categorically said it will demote any content that’s deemed as:
“engagement-bait” to goad people into commenting on posts
This is because Facebook doesn’t think these types of posts constitute a “meaningful interaction.”
How do I make sure people can still see my Page?
The best way, it seems, to make sure your Page stats don’t suffer too badly is by making sure your Page is ticking those crucial Facebook boxes.
- Bringing people together by encouraging conversations
- Posting content that inspires ‘back and forth’ discussion
- Posting content that people want to share and react to
Facebook has a good tip in their press release as well: Live videos often get six times as many interactions as regular videos.
Facebook suggests that Pages that post more Live videos will tend to be the Pages getting more engagement, and therefore the Pages more likely to keep their spots in their customer’s News Feeds.
Check back for our next post on how to give your Facebook Page an engagement check-up and stop the negative effects of the update.
Penguin in the Room @prartsmarketing is a group of creatives with an arts marketing dream: penguin stepping our way into the arts industry and helping other creatives flourish! Specialising in online marketing, social media, branding, copy writing, media coaching and web design for actors, artists, casting directors, agents, production companies, theatre companies and creative individuals.