Recently we’ve noticed that text-based posts on the Facebook Pages we manage have four times as much Reach as posts with links. After sensing this for several weeks, I decided to do a test. Every Friday, I do a “Promote Your Business” post on my Facebook Page. It gets a lot of likes and comments, so in theory Facebook should continue to increase the reach since fans seem to like the post.
Here’s the post I put up August 23. You can see that 5,360 people saw this post.
Here’s the same post on May 10. 5,326 people saw this post.
I’ve been doing this same type of post with similar visibility for months.
So this week, I decided to post it with a link, just to see if there would be a difference. Take a look at the results.
When I put up the exact same post I’ve been putting up for months, but included a link, my reach was only 1,882 people. Shocking.
And here’s my issue. Facebook is manipulating the news feed in favor of text-only posts. But in some instances, people have liked a Page specifically because of the content that Page shares. That’s certainly the case with Pages like the Direct Selling Education Foundation. But now Facebook is actually forcing Pages to be something other than what people signed up for. And I don’t think that serves either Facebook or the communities built around Pages well.
Now I’m sure that advertising dollars have something to do with this. Facebook wants Pages to spend money to promote things on their websites. But when Pages aren’t selling anything, this breaks faith with the community that Page has worked so hard to build. Facebook is essentially dictating what we can say to and share with our community. And that doesn’t feel authentic at all. Whose conversation is this anyway?
Have you noticed that Facebook is less likely to display your Link Posts on your Page to your Facebook Page community? What do you think of the way Facebook is manipulating what content people share? Would love to read your thoughts in the comments below.