Facebook is a constantly evolving channel both for users and brands. Certainly more so for the latter since the IPO as Facebook looks to quickly increase revenues in order to satisfy shareholders given the struggling stock share at the moment.
Facebook has been looking at various advertising models, as well as the roll out of offers, of which brands can use to reach a wide an audience as possible. However Facebook have gone and changed the goal posts for brands in a rather underhand way. In a nutshell they have gone and changed their Edgerank algorithm so the organic reach of brand’s page posts have been reduced.
Facebook’s Edgerank algorithm decides what appears in a Facebook users newsfeed. The more a user interact with your posts – likes, comments, shares – Facebook decides that this user is interested in your posts and as a result is more likely to see your posts in their newsfeed. Many page admins probably still think all their posts get seen by their fans which isn’t the case, underlining the importance of mastering Edgerank.
As not all page posts are seen by fans, page admins must do their best to ensure as many people not only see a post but also that is it appealing enough to engage with. This comes to the crux of the matter. Since 21st September page posts no longer reach the same amount of fans organically as they used to, essentially reducing the number of brand posts a user gets. According to social bakers the average Facebook user in Europe likes 53 pages. So imagine if every update from every page appeared in your newsfeed – that’s a lot of clutter!
There have been many changes to the newsfeed, but this change will reduce the number of brand page posts being seen by those who have liked a page. It would appear Facebook are cutting the fat to make room for more promoted posts and to get brands to use them more.
What it means
This affects brands in several ways. Firstly companies can no longer be content to simply add a page post with little thought whenever it suits them. The days of “throwing it up” on Facebook are long over. If brands are really going to take their Facebook activity serious they are going to have to critically analyse their insights to see what content appeals to fans and when fans are likely to see the page posts.
Secondly, page admins also need to know how to structure their page posts to help ensure they have the best chance as possible of appearing in a fans newsfeed.
There are no excuses as all the information if out there and this excellent article from Jeff Bullas is a must read.
Lastly brands are going to have to be even more tactical in their use of Facebook in order to reach as many of their existing fans and and create engagement. Updates are going to have to be planned carefully with increased budget put towards promoted posts to ensure those posts that are deemed more important are seen.
These are interesting times for page owners and admins as they keep on top of the ever changing Facebook landscape.