How Facebook is pushing businesses into the arms of Google+

January 15, 2014
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Facebook is changing their algorithm

Last month, Facebook announced changes to their algorithm in what they called an effort to improve news feeds, surfacing “higher quality” content to users that they are more likely to click on based on their current behavior on the site.

bar How Facebook is pushing businesses into the arms of Google+
This means that meme photos will be diminished in value along with overly shared links, as Facebook deems those to be lower in quality, and they will begin promoting news articles to users, stating that their research shows people enjoy coming across them more than they do pictures of landscapes with inspirational quotes, or shots of cats with silly phrases. They will begin displaying “relevant” articles underneath links in the news feed that readers have recently opened, with the idea that this will expose them to something else of interest.

But the truly important part: organic reach

Facebook also admitted that organic reach of Pages is dropping, so even though 6,500 people have indicated that they like your company and want to receive your updates on their news feed, the social media giant is surfacing Page content in news feeds less so they can charge for you to reach the customers you’ve already won over as fans.



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They blatantly stated last month that that paid advertising is the best way to increase visibility, noting, “As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well.”

Some took this as a confession from Facebook that they are reducing the organic reach of Facebook page posts so they can suck money out of companies in the form of advertising, while others assert it is not a conscious effort, rather an acknowledgement that Facebook is getting noisier and to cut through the noise, brands must be engaging and may have to pony up to increase visibility.

Facebook says they expect this trend to continue, and we’ve seen it first hand in our own pages, regardless of the type of content shared. The video above is one of the best explanations of why this is a crock, and why we think that Facebook could be pushing business users straight into the arms of Google+.

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  • http://www.fossilera.com/ Matt

    Yeah, it sucks to spend a lot of time and money building a fan base and having to pay to reach them. But… The reach that page posts get is extremely dependent on the engagement level of the people who have viewed it. If it is getting liked or commented on a lot it will reach a much higher percentage of your followers. For example if make a post that’s not very engaging and gets only a handful of likes it will be displayed to only about 10% of my followers or less. If I make one that is engaging and is being liked by a large number of the followers that viewed it (5%+ of all viewers) and is receiving comments, it will reach nearly the entire available page audience.

  • http://www.stellarealestatemarketing.com/ Erin Round

    Thanks for the vid! it put all of my scattered thoughts into a nice video package :) I work in real estate and keep telling new agents [and seasoned ones!] start using Google+, build yourself up which goes without saying for YouTube, Gmail, etc.. I don’t think anyone is too shocked with the direction FB has gone.

  • Maris Munkevics

    Facebook is pushing business pages into arms of Google+, however, Facebook still need to think how to push personal users towards Google. When this happens, the circle will be completed, lol.