Your Promotional Post Will No Longer Be Seen. (Unless you make these changes.)
So by now you have most likely heard the news. Facebook is reducing highly promotional brand page posts. It’s the end of the world for marketers that use Facebook Pages.
Yes it is true that beginning January 2015, Facebook will reduce (some say eliminate), the content Fans see on Pages they like that is too “promotional” in nature.
So what does that mean for marketers?
If your posts solely push people to buy a product or install an app; enter promotions and sweepstakes with no real context or reuse the exact same content from ads, chances are your fans will be seeing fewer and fewer of your posts.
Pages that post strictly promotional content should expect their organic distribution to fall significantly over time.
So what can you do to ensure that your promotional posts are seen? It’s easy. Increase positive engagement and reduce or eliminate negative engagement (like the number of fans that hide posts or unlike your page).
Increase the relevance and quality of the overall stories. Without losing sight of the fact that most Facebook Page fans are looking for promotional offers, deliver your
promotional message in a way that keeps them loyal beyond your latest offer.
Use free tools like Facebook Offers.
Lastly, you can reach fans at a fraction of the cost of traditional advertising by using Promoted Posts or Facebook Ads to drive sales. Lift in-store sales by using Facebook digital advertising and use Custom Audiences and Boosted Posts to gain new customers and obtain high quality leads.
Finally, increase buyer conversion by delivering meaningful content and drive quality traffic to your website.
In November nearly a billion people visited Facebook Pages. They offer a free, easy-to-maintain online presence for people to discover and learn about a business. They contain complete information about a business and offer tools to create videos, photos and events that bring a business’ story to life.
Facebook Pages still matter — a lot.
While Pages that post a lot of the content mentioned above will see a significant decrease in distribution, Pages that offer informative, helpful content will not be impacted at all.
Facebook Business Page Suggests.
Do this: The algorithm loves …
Posts with lots of comments.
Posts with lots of likes.
Post types that users seem to prefer more than others (e.g., photo,
video, or status update.)
Posts that reference a trending topic.
Posts that receive a high volume of likes, comments, or shares in a short time.
Videos uploaded to Facebook that receive a large number of views or
extended viewing duration.
Posts that tag other pages within the text.
Posts that are liked or commented on by one’s friends.
Posts from pages that one interacts with often.
Post types that one interacts with often.
Posts from pages with complete profile information.
Posts from pages where the fan base overlaps with the fan base of
other known high-quality pages.
Images and videos that have not previously appeared in the Open Graph.
Links that have not been posted before.
Don’t do this: The algorithm is not too keen on …
Frequently circulated content and repeated posts.
Posts that include spammy links.
Text-only status updates from pages.
Posts that are frequently hidden or reported (a sign of low quality.)
Posts that contain the words “like, comment, or share.”
Posts with unusual engagement patterns (a like-baiting signal.)
Posts that receive negative feedback categorizes as “meme content.”
Posts that are classified as memes by Facebook’s visual analysis of
overlaid text on image.
Passive fans of a particular Facebook page may see that page’s posts
bundled together in the News Feed, forcing the user to click a link to see more from the page.
Overly promotional content from pages—pushing people to buy an app or
service, pushing people to enter a contest or sweepstakes, posts that
reuse the same text from ads.