Facebook recently announced a News Feed change slated to reduce the Reach of Page posts.
What does this mean? It means that in 2018, Facebook users can expect to see more content from actual people they are “friends” (I use that term loosely) with and less content from Brands and Pages they follow or Like.
The Zuck himself tied this decision to research which has shown:
…when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health.
Driving the stake through Page owners and publisher’s hearts, Zuck also indicated:
Now, we’ll also consider whether a potential interaction is between two people, or between a person and a Page. Person-to-person will be more valuable than person-to-Page.
This means that Page Reach will most certainly decline. When, exactly, we can expect this update to the News Feed hasn’t been released but be prepared if you’re monitoring your analytics. There’s no telling if Facebook will phase this in or if they’ll just flip a switch overnight.
HERE'S HOW YOU DEAL WITH THIS
Yes, your Page Reach is going to go down but, truth be told, I’ve never been a fan of Reach being THE KPI (Key Performance Indicator) for Facebook. You should now spend more time on creating helpful, interesting, educational, informative, and entertaining content for your Facebook audience. FACEBOOK WILL ALWAYS CONTROL REACH. As part of their “secret sauce” (a.k.a. algorithm) how they push or throttle Reach is completely out of your control. It’s their playground and they’ll take the ball, kick it over the fence, and then throw dirt in your face if they want to.
Case in point: video in 2016. Facebook was determined to be a player in video so they pushed video on their platform HARD. So much so, in fact, that they squashed Reach of most all other post types. I can vividly remember my News Feed being ALL VIDEO in 2016, no other post types in sight.
Facebook has been struggling with how to improve their New User Growth and Daily Active Users, so this move to squash Reach for Pages clearly is a strategy to make Facebook what it once was – a place to connect with people. Do not be fooled into thinking that this is permanent! I would not be surprised if, a year or so from now, Page Reach is expanded. I also will not be surprised if it remains throttled because more Pages have been pushed to the teet of paid posts and, to make up for lost ground, they dump more money into Facebook.
DO NOT BLINDLY INVEST MORE IN PAID POSTS!
Invest in creatively approaching your social content so it’s relevant, interesting, and useful to your audience, customers, and clients.