Facebook Algorithm Change 2018

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Facebook Algorithm Change 2018

## MARCH UPDATE ##

Facebook has decided to stop its test that removed business content from your news feed.
The idea was to show more news from friends and family and less from brands.
It wasn’t well received by everyone, so has been removed.

Facebook has dropped a bomb on it’s recent algorithm update.

In a recent post from Facebook’s CEO Mark Zuckerberg, he said “people will see less content like posts from businesses, brands and media”. This is a huge impact on how people use Facebook and a killer for brands and publishers that have put all their eggs in one basket!

Facebook has always been a massive lead generator for not only new businesses, but big brands. Over the years, people and companies have spent millions building up audiences for their business and services. They now stand to lose that!

I have always stated to my clients not to invest all your media spend in to Facebook, even if it works. But I have seen people run their whole businesses through social media. Some have worked and some haven’t. If you solely relied on Facebook and it changed direction suddenly or worse case it closed down! Imagine the impact on your business! Well that has just happened!

Media companies over the years have relied heavily on producing campaigns for clients on Facebook. They then charge the client a fee and then pay a fraction of that cost to Facebook to distribute the content. This looks like a greed thing to me on Facebook’s part, but hey they weren’t grumbling when the billions of revenue were coming in!

 

Why the changes?

Well Mark Zuckerberg said, “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness”.

He also went on to say “We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups”.

“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people”.

“Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too”.

“At its best, Facebook has always been about personal connections. By focusing on bringing people closer together — whether it’s with family and friends, or around important moments in the world — we can help make sure that Facebook is time well spent”. Original post can be read here.

 

So what does this mean to everyone?

Facebook will be testing the platform to understand if people would prefer to have two platforms, one for businesses and one for their friends and family.

There will still be business posts in your feeds, but a lot less of them.
You will also hit you with a penalty if you spam post with things that say “Like this pic or Like my page”
It will however encourage posts that have good engagement and people are commenting.

 

My thoughts

I run over 20 facebook pages for clients and I have seen a drop in nearly 75% for post engagement.
What does this mean for my clients? Well it’s time to adapt slightly and look at different avenues to spend your budget.
As google has updated it’s algorithm too, then now is the time to really look at your SEO and Digital spend for your website and maybe bring your site up to speed.

 

I hope you enjoyed this article and good luck with everything.
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