As if Facebook’s 2014 update about reducing the organic reach of Pages wasn’t sufficient, the social media giant made yet another announcement that will certainly spell the death of Facebook Pages organic reach.
In 2014, they reduced organic reach from 16% to 2% and now, it’s completely “Nil”, unless you choose to assign an advertising budget.
Paid advertisement is the only way for Page admins to reach their fan base.
3 Updates Killing Organic Facebook Page Reach
So, what’s the new update all about?
1) Reduced Visibility of ‘Likes’ and ‘Comments’
Previously, if your friend liked or commented on a Page, regardless of whether you ‘like’ the Page or not, your friend’s like or comment would show up on your News Feed. This was a strategy deployed to increase organic Page reach and collect more engagement.
The new Facebook update eliminates this possibility. It will be rare for you to see such engagement anymore and even if you do, it will be visible at the end of your News Feed.
2) Multiple Updates from same Page Visible
This is for those who aren’t regular Facebook users. If you login once in a while, your News Feed will be mostly blank. Now, if you had liked some Pages in the past, here’s how the new change will roll in.
Previously, Facebook prevented displaying of multiple posts from the same Page on the News Feed but now, if there is no new content on the News Feed of the user; Facebook is going to show multiple posts from the same Page.
If you are a Page Admin and think this will benefit you, think again because the above condition will only work if there is no new content for the user and if the user is not a regular Facebook user, it won’t work much to your advantage.
3) “Balance of Content”
Facebook is implementing a “balance of content” feature which is nothing but spelling more doom for Page owners.
“Balance of Content” means Facebook is going to show updates from Friends, their status updates, images, videos and other shares, on your News Feed more frequently than the updates from Facebook Pages, as announced by Max Eulenstein, a product manager at Facebook and Lauren Scissors, user experience researcher. You can read more about the announcement here.
Facebook will monitor the behaviour of the users such as check the level of engagement with connected friends, with whom a user communicates more than others, level of interaction with Pages and other metrics before applying the metrics on an user account.
What should Page Admins do?
Cough up some money for paid advertising to retain user engagement.