Facebook recently announced that they are changing their algorithm for showing Business Page posts. They are displaying your posts to fewer of your fans in the news feed.
While this is disappointing for Page owners, from a business standpoint I completely understand why they’re doing it. Facebook has to monetize the service better if it’s going to change the direction of its drooping stock price, and they need to sell more advertising. If you want your posts to show up for more of your fans, you’re going to need to pay for it.
I know it’s disappointing, but this isn’t something that is going to change. Just be glad you got free advertising for your business for as long as you did.
Over the last week, we have noticed a pretty significant drop in the number of people who have seen the posts of the Pages we manage over at Jen Fong Media, LLC for our clients. While some of this is unavoidable, here are some of the tactics we’re using to maximize post visibility:
- Making sure every post includes a photo, video, link or poll. Posts that are not purely text-based typically get better visibility.
- Changing up the times we post. We are once again experimenting with the best times to post for our audience. For example, with one of our clients, we find that if we post at 11:30 pm ET, we have a significant number of additional pageviews on the blog by morning.
- Increasing the frequency of posts. We’re going with the assumption that Facebook is not showing our posts to the same people every time, so we’re posting more often with the goal of reaching more people. Of course we walk the careful line of not wanting to annoy people, but with value-based content, we’re hoping not to annoy people.
- Running campaigns. Campaigns are a great way to get people to share your posts (posts from individuals are more likely to show up than posts from Pages.) So we run a contest, give away a free ebook, or do something else that gets people excited enough to share our posts.
- Advertising. If you really want a particular post to show up, you’ll have to pay for it. Facebook gives you a number of options, from Offers to Ads to Sponsored Posts. These don’t cost a lot, but they are often the best way to reach your fans with an important message. When we’re doing some kind of campaign with our clients, we often tie advertising into it so that we increase the exposure of the campaign.
This is all, of course, an ongoing experiment (as most of social media is.)
Have you seen a decrease in the number of post views on your business Page? What are you doing about it? Would love to read your thoughts in the comments below.