Timely, relevant content for organic reach isn’t good enough anymore for small or local businesses. Facebook have through their Facebook algorithm decided to favor larger companies with an active fan base over small companies who are trying to increase their fan base through clickable content.
If you use or planning to use Facebook for marketing, one thing that you might want to understand is the Facebook algorithm.
In order to help you understand how your Facebook posts get viewed on Facebook I’ve collected the most relevant Facebook algorithm factors, updates, and changes for easy reference.
Here’s a quick overview of how the Facebook News Feed works, according to Adam Mosseri, VP of Product Management for News Feed.
Beside that Facebook aim to prioritize paid stories, stories from bigger brands and ads first, and than later on, stories that each individual wants to see the most, based on their actions and feedback, here’s a summary of all the changes that are relevant to social media marketers.
Brand pages which relayed on their fans to increase their already dismal reach will now experience another drop in numbers. Quality content which may have been interesting to the friends of your fans will no longer be visible in their news feed.
“The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity. In some cases, post reach and referral traffic could potentially decline” – Facebook
After investigating the changes mad lately by Facebook it seems that the leading social media channel today is making it harder for marketers with limited or no budget to success in their channel. Basically, what Facebook is saying: If you don’t have an already ‘huge’ fan base like Coca Cola, Nike, BBC or magazines such as National geographic where regular content is ‘shared’ in large numbers, you are very unlikely to get fresh new fans onto your page. If you are a small or local business, your reach will decline and increasing the number of fans on your Facebook page will become almost impossible.
Is this the start of Capitalism by the internet giants? Do they even realize they’re favoring larger and more richer companies, allowing them to continue to increase their business whilst the smaller and local business struggle to reach their potential to grow?
The rich get richer and the poor get poorer – is social inequality spreading to the online community?
Social media strategies continue to change as the internet giants evolve their algorithms. It’s important to amend your content and how it’s shared with your friends, fans and potential clients. It’s a continual battle which can be won with the right tools and shareable content.