Facebook has been in the news fairly consistently over the past few months with announcements of pending news feed changes due to widespread criticism and concern over the amount of content from Pages that are shown to users. Much of this was born from the amount of unsubstantiated “news” that was spreading on Facebook that seemed to really pick up speed around the 2016 Presidential election, but now the changes are coming and they are going to affect both users and businesses.
The first part of the equation that has already happened is that they began prioritizing content from your actual friends and deprioritizing Pages and the rate that they show up on a user’s news feed. You’ve likely already felt the brunt of this and, hopefully, had a chance to sit back and analyze how this has affected your reach.
Coming soon you will again see a reduction in your reach.
“Wait, Facebook just lowered our reach now they’re doing it again?”
As explained by Facebook, "For Pages, we’ve historically calculated reach based on how many times a post was delivered in News Feed, but for paid ads, we use a stricter definition that only counts reach once a post enters a person's screen. Starting Monday, we will update how we measure organic reach of Pages to be more consistent with the way we calculate reach for ads. This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same.”
This time it’s just a change in how they are reporting reach, so you’ll still be reaching the same amount of people. This change, though, is finally giving businesses a more accurate number to look at instead of an inflated one. For years, Facebook has used very broad factors to determine reach that have “inflated” numbers to make them look better. I’ll argue that these numbers didn’t do businesses justice and gave them a false sense of positivity, often making businesses and advertisers content with what was being reported.
This change may sting a bit at first as you see your numbers lowered, but rest assured that they will be a more accurate reporting to base business decisions off of. You’ll now have a more accurate representation of how your posts are doing and can adjust accordingly, making smarter decisions in the long run.
Of course, this change is part of an ongoing process of Facebook seemingly limiting businesses organic potential in hopes of boosting advertising revenue, but that’s a whole other story. Do you think these changes will help your business make better social media marketing decisions?
If you’d like to talk about how these changes could affect you, don’t hesitate to reach out.