What does this change mean for Facebook Business Pages and public content?
“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease.
The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it.
Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution.
Pages whose posts prompt conversations between friends will see less of an effect”.
From The Facebook Announcement – January 11th 2018.
What should You Do?
What this means is that everyone should now have a Facebook Advertising budget and be using it like any other marketing media.
Engagement will help but overall if you want to be seen by the people who like your content and be discovered by new fans and customers you need to advertise.
Facebook advertising is still very cheap but I expect this to change this year.
Many businesses will also need to up their game. By that, I mean responding to comments, messages and likes faster and with more thought. The fight to get into your fans news feeds is now extremely important.
Advertising and great quality content can do a lot to help you get to see and heard, but being shared by your fans will also help with your visibility. The aim has always been to build trust and relationships this should now be part of your content strategy.
The targeting and reach on Facebook is still the best way to reach your customers. It can be complex so if you want help please get in touch.Below is the link to the full Facebook announcement.