New Year Brings New Changes to Facebook for Business

New Year Brings New Changes to Facebook for Business

As always, the New Year brings change as many of us make our long lists of resolutions. We hope to change our diet, attitude, exercise regimen and achieve personal goals. But this New Year, those of us who manage Facebook Pages can expect to add another resolution to our lists – to keep our Page posts on our followers’ News Feeds.

Beginning in January 2015, Facebook users will see less promotional posts on their News Feeds. Through an ongoing survey of hundreds of thousands of people, Facebook determined that people want to see more stories from friends and Pages they care about, and less promotional content. You’re probably thinking that means less ads, right? Well, Facebook actually determined that the content people see as too promotional are posts from Pages they like, and not ads.

News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Facebook is bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.

So what qualifies posts as being too promotional?

According to the results of Facebook’s survey, these 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

Here are two examples, provided by Facebook for Business, of types of promotional posts that will keep you off your audience’s News Feeds:

New Year Brings New Changes to Facebook for Business

 

 

 

New Year Brings New Changes to Facebook for Business

As more people and Pages are posting content, competition to appear in News Feed has increased. Because there is continually more and more content from your family and friends, as well as businesses, it’s becoming harder for any post to gain exposure in News Feed.

The good news is that Pages publishing great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives — can still reach people in News Feed. However, if your Page is posting promotional content, you should expect your organic distribution to fall significantly over time.

If you ever doubt the importance of your Facebook Page, remember that constantly maintaining your Facebook Page matters ALOT!

Your Page is an important destination for current and potential customers. Statistics show that very many Facebook users are still visiting Pages. In October, for instance, nearly a billion people visited Facebook Pages. Of those visits, more than 750 million happened on mobile devices.

Because of the large amount of traffic to Pages, Facebook is now exploring ways to build more features into Pages. A lot of this is in response to how they are seeing people interact with business Pages. Interactions include messaging to communicate with a business directly or browsing video and photo content. They’re also exploring ways to better customize Pages based on the industry a business is in, similar to how they rolled out menu sections for restaurant Pages.

Despite the News Feed changes, you can still reach your audience organically.  Monitor the reach of your Page posts by checking the bottom of each one to see how many people you’ve reached. You should also be checking Insights to monitor post engagement and organic and paid reach. All of this will give you an idea of what works for your Page.

You should also allocate some of your advertising budget towards boosting posts, as well as video ads. Both will enable you to target specific audiences with predictable reach. Learn more about video ads here.

If you have any questions about the changes to Facebook’s News Feed or need assistance with your social media efforts contact me.

photo credit: Death to the Stock Photo

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Danielle Thibault
Danielle uses her background in public relations, event coordination and fundraising to gain exposure for inBLOOM’s clients by establishing connections with the media and target audiences. She is most passionate about writing and networking. You’ll never find Danielle without her morning cup of coffee. She is a firm believer that a little caffeine goes a long way!

Comments

  1. Thanks for keeping us updated on this very important topic. As FB makes changes, it definitely impacts our business so we know the importance of staying on top of it.

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