I have sad news to report. Facebook is playing with their news feed algorithm yet again and it is going to affect your brand page. I thought this was just a rumor, but when Time and AdAge report on it, it has to be true. Facebook has already cut down organic (non-paid) reach from 12% to 6% and it will soon be cut down to 1-2%. Users are likely to like a page and never see their content (organically) in their news feed ever again.
A Facebook engineer explained the competitive environment last summer when he cited internal research showing that 1,500 pieces of content are eligible to appear every time a daily user logs into the network. Each day, an average of 300 “stories” are then prioritized by news feed algorithms to appear to that user.
What’s do I do?
The annoying answer is to open your wallet. If you want to have more of your fans see your posts, you’re going to have to shell out the cash. The really of it all stinks if you ask me. Facebook made over $7 billion in ad revenue last year and are looking to make more. They are a public company now and they have investors to make happy. If you are unfamiliar with facebook ads, you can pay facebook to display your content to your fans or non-fans. The more money you are willing to pay, the more people you can reach.
How else can I get my message out there?
You may want to consider other social networks and communication channels to get your message out there.
- Word of mouth
I’m upset that Facebook is not what it used to be. The non-profit clients I work with aren’t able to shell out extra cash to tell their story, so they will have to go elsewhere.
What do you think?
Is this enough to make you rethink your use of Facebook? Share what you are thinking in the comments.