Long-term readers will know that we regularly update our blog when a social media platform changes their algorithm, however over the past few months Facebook has been mentioned more than all the other social media platforms combined. Even though we have also recently heard news about Twitter and Google+ (RIP), Facebook has been moving forward at a much more rapid pace.
Now it has been revealed that the social media platform is implementing yet another algorithm update affecting users’ News Feeds. Earlier this year the company announced that promotional posts would start to feature less on News Feeds, however now the company has gone one step further by announcing that from now on posts by users that you are “interested in” will be prioritised.
Put simply, this means that users will soon start to see more posts from their friends and less posts from pages even if they have liked them. In a blog post Facebook’s Product Manager Max Eulenstein wrote: “The second update tries to ensure that content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it.
“If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed. This update tries to make the balance of content the right one for each individual person.” While this all sounds great at first the truth is that pages will likely start to lose out, something that Eulenstein openly admits in his blog post. “The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity,” he said, “in some cases, post reach and referral traffic could potentially decline.”
To make things even more difficult, Facebook will also stop showing if a friend has commented on or liked a post and instead will allow multiple updates from the same person back-to-back in News Feeds. At first glance most people would think that it’s strange that Facebook is limiting the visibility of pages’ posts, however it cements the opinion that since going public the company is doing everything they can to push page owners towards their paid advertising platform.
Luckily, this isn’t technically a bad thing. In fact, combining content and PPC campaigns can provide results that are difficult to achieve with organic social media campaigns. Furthermore, Facebook has been pulling out all the stops when it comes to their advertising platform, introducing the ability to use off-site data to create Custom Audiences, Lookalike Audiences and even Remarketing Ads.
Furthermore, Facebook advertising is considerably cheaper than Google PPC, meaning even those with small budgets can take advantage of its platform. However, with Facebook pushing more page owners towards this strategy it’s likely that CPCs will increase over the next few months which is why savvy digital markers should start tweaking their content and social media campaigns now.
For more information on Facebook and social media campaigns contact Gravytrain today.