Facebook announced their latest News Feed algorithm change a couple weeks ago and, as usually happens with these updates, marketers proceeded to voice their frustration. Here’s the thing. Don’t. The algorithm change doesn’t matter.
In case you missed it, here are the latest Facebook News Feed algorithm changes, from the individual’s perspective:
- If you don’t have a lot of Facebook friends or like a lot of Facebook Pages, you may now see multiple updates from the same source in a row in your News Feed. This is designed to improve the experience for people who’ve run out of content and want to see more updates.
- Facebook will now prioritize updates from your Facebook friends – photos, videos, status updates, etc. – over updates from Facebook Pages. People thought they were missing updates from their friends so Facebook responded accordingly. However, if you interact with Facebook Page updates or reads news on Facebook, you’ll continue to see that content in your News Feed.
- You will stop seeing updates about Facebook friends liking or commenting on a post that is not your own. Instead, you’ll see more of the stuff you’ve asked to see – updates directly from Facebook friends or Facebook Pages you’ve liked.
The first two shouldn’t really have an impact on your brand and the last one means you may see less earned traffic off your posts. There is a ton of content available for consumption at any given moment on Facebook. It’s in your brand’s, Facebook’s and the individual user’s best interest to serve content people want to see.
While your brand’s loyal followers and customers will continue to interact with you on Facebook organically, the reality is if you want to get your brand message out on Facebook you’ll have to pay. This isn’t a bad thing. If anything, it puts the onus on you, the marketer, to generate content worthy of amplification.
So ignore the cries of frustration when organic reach takes another fractional dip and recognize what Facebook is to marketers and brands today. It’s 2015 and Facebook has solidified itself as a paid channel for advertisers and brands. And it’s a fantastic paid media channel. Ranking up there with Google, if you’re a brand selling to consumers you need to be advertising on Facebook. It requires the know-how and expertise to use Facebook’s ad platform effectively, but once your brand is ready for paid advertising the rewards are there to be had on Facebook.