Wondering where your reach went? Well, Facebook changed their algorithm again. In a news release by Facebook Engineers, made Feb 1st, they announced that their most recent change will bring users more of what they want to see vs. what they are being presented with now.
Facebook, why the change?
Facebook conducted a study and found that users will often like and comment on just about anything. But, just because they engaged with the post, it doesn’t mean that the user wanted to see that story within their newsfeed. Facebook was able to accomplish this by asking a sampling of their users “how much did you want to see this story in your News Feed?”.1
Based on the group’s responses, Facebook deduced that they are “able to better understand which stories people would be interested in seeing near the top of their News Feed even if they choose not to click, like or comment on them — and use this information to make ranking changes.”1
So what will you begin seeing?
Facebook’s changing algorithm focuses on two things:
- showing stories that “are both, likely to rate highly if asked” and
- showing stories that users are “likely to engage with.”1
How does this affect your Business Page?
That’s where things get a little tricky. Some people have reported an increase in reach, where others have reported declines in organic reach. Facebook states that the posts “distribution will vary depending on the composition of your audience and your posting activity.” Facebook continued by stating that “Pages might see some declines in referral traffic if the rate at which their stores are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.” One warning Facebook issued is that “Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely cause temporary spikes that might then be rebalanced by feed’s ranking over time.”1[clickToTweet tweet=”What goes up, must come down – Facebook’s new algorithm in a nutshell – via @csheridan” quote=”What goes up, must come down.”]
What should you post on Facebook?
Before posting to your Business Page, ask yourself two questions:
- Will Facebook Users like, comment or share this post?
- Will Facebook Users rate my post highly if they were asked?
If you’ve answered yes to both of those questions, go ahead and post.
If you’ve answered no, then you may want to rethink it.
You can find the full Facebook News Release here: