Some big news regarding Facebook Pages was announced yesterday (11th January 2018), which means that the number of people who see a business’ post (organic reach) will decrease.
In yesterday’s announcement, Facebook say “Facebook was built to bring people closer together and build relationships. One of the ways we do this is by connecting people to meaningful posts from their friends and family in News Feed”. In the early hours of 12th January 2018 (UK time) Facebook CEO, Mark Zuckerberg posted this:
So what does that mean for us business owners?
Quite simply, your Facebook Page posts won’t show in someone’s News Feed unless there’s been lots of interaction with that post (which is what I’ve always advised in my workshops). However, the interaction and engagement now has to fit with Facebook’s ideals:
“Today we use signals like how many people react to, comment on or share posts to determine how high they appear in News Feed.
With this update, we will also prioritize posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.”
The key phrases here appear to be “meaningful interactions between people” and “back-and-forth discussion in the comments” – a dialogue between Facebook users, NOT between a Facebook Page and users. It even seems that previous ways of gaining more engagement, such as posting a video, will no longer work. Facebook says “we’ll show less public content, including videos and other posts from publishers or businesses”.
So what can business owners do?
Firstly, ask your Fans (the people who have Liked your Page) to click “See First” under the “Following” tab on your Page. Facebook have said: “People who want to see more posts from Pages they follow can choose See First in News Feed Preferences to make sure they always see posts from their favorite Pages”.
Go live. Facebook say that live videos on average get six times as many interactions as regular videos. Those interactions will count!
Pay for advertising. Facebook’s News Feed is cluttered, and that’s why they’re doing this. Paying for your space int he News Feed is the only way to ensure that your message is seen.
Can’t I just encourage interaction and engagement? I’ve used “Like, Comment, and Share” on my Facebook Page before now.
No. Not anymore. Facebook have deemed that what they call “engagement bait” is not “meaningful interaction” and will demote those posts. “Share for a chance to win…”, “Like, comment and share…”, “Comment YES if you agree…” and all the other engagement bait posts will no longer show in the News Feed.
What are your thoughts? How will this change the way you post to your Facebook Page?