Facebook wants its users, ahem, “people” to be as happy as possible. To do this, that sometimes represents a shift in the Facebook experience, and primarily, the Newsfeed.
In a blog post titled “News Feed FYI: Balancing Content from Friends and Pages” that Facebook posted recently, the social networking and technology juggernaut explained their responsibility to offer each person the “right mix of updates from friends and public figures, publishers, businesses and local organizations you are connected to.” Some people use Facebook solely for personal connections and relationships, while others use it as a main source of news, content, stories, and more. It really depends on the person, but either way this update will impact us all.
The first change is beneficial to marketers and advertisers. Facebook announced they will be more flexible when someone on Facebook runs out of content in their Newsfeed. For example, if I see one post from my local coffee shop’s page, Facebook previously didn’t allow you to see a second or third post from that coffee shop’s Facebook page within the same visit. Now, Facebook will place multiple posts from the same page source in your newsfeed. Ultimately, this means more scrolling for users, and hopefully more post visibility for brands and businesses.
However, the next two updates might have marketing folks slouched in their chairs in disappointment. First, Facebook said the following regarding posts from friends versus pages:
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.
Sorry, marketers. You’ll just have to think of new ways for your content to reach your community, and new individuals as well. Whether that’s through promoted posts on Facebook, tapping into influencers and individuals with large followings, or just creating higher quality, more sharable content, the challenge intensifies starting immediately.
Lastly, Facebook is devaluing the interactions your friends have with brand pages. In Facebook’s blog post, they explain:
Lastly, many people have told us they don’t enjoy seeing stories about their friends liking or commenting on a post. This update will make these stories appear lower down in News Feed or not at all, so you are more likely to see the stuff you care about directly from friends and the pages you have liked.
This type of interaction was quite common for new individuals to discover your business, but unfortunately, as Facebook tells us, this will rarely occur anymore. Perhaps in the near future Facebook will introduce new ways for you and your friends to stumble upon new pages, but for now, page managers and content creators are scratching their heads.
Facebook was kind enough to point us in the direction of their 12 self-identified best practices, which aim to drive more referrals and traffic to your businesses digital properties. You can view those 12 tips here.