Why Your Facebook Posts Might Stop Showing

Brands that rely on Facebook for marketing take note: your organic posts are likely to be seen by fewer of your followers as the social network looks to drive revenue through advertising. In short, if you want your messages to be seen, expect to pay.

Facebook: Users Don’t Want to see Ads in Newsfeed

About a month ago I participated in a user survey on Facebook. They showed me pictures of various posts and messages and asked me which ones I thought “felt like ads.” It didn’t take an expert to realize what they were doing; over the past few years Facebook has implemented changes to the algorithm that determines what users see in their Newsfeed. If you have 500 friends and follow 200 Pages, and each of them posts just once per day, well you can’t absorb 700 posts in your Newsfeed (even if you spend a lot of time on Facebook).

Last week you may have seen that Facebook announced another change. Beginning in January, they plan on curtailing any post deemed “overly promotional,” citing the results of the user study on promotional messaging. If you manage a brand’s Page, the fate of your marketing efforts may lie in the hands of Facebook’s algorithm.

What Does This Mean for My Page?

When Facebook makes changes like this, I’ve always felt that small businesses are impacted the greatest, negatively, in most cases. If I own a local hardware company that may sell the same products as Home Depot or Lowe’s, there’s no way I can outspend either in paid ads. Some small businesses have even eschewed a website, relying instead on the power of their Facebook page (not recommended!).

The good news is that the announced changes are (allegedly) intended to curb only the most promotional-sounding posts. According to the Facebook powers-that-be, it is not intended to deprive users of genuinely “creative or engaging content.” Essentially, if you’re creative, you can still use Facebook to your advantage. Here’s how:

Massage Your Message

Think about what you post on your brand’s Facebook page. Are you directly selling something or encouraging your followers to buy, download, or sign up for something? Those types of posts are the ones that will be omitted in Newsfeeds. Think about your customers and what they find valuable. Remember, Facebook is a social network. Post user-submitted photos and stories about your products or service. Link back to your website and do the “promoting” there. Capture the attention of your followers creatively, and your posts are more likely to continue to filter into their feeds.

Consider Alternatives

Facebook is the largest social network, but it’s not the only one. Part of a marketer’s job is to evaluate the most effective venues for their efforts. Your business is probably on Facebook and likely uses Twitter, but is that the best platform for you? Be where your customers are engaged. Maybe that means considering Instagram or Pinterest, for instance. But, not every platform is right for every business, so it’s critical to understand the pros and cons of each before just jumping in.

Is it Time to Abandon the Facebook Ship?

Facebook’s reach is huge. The advantages to a having a brand Page are numerous, beyond just promoting your products or services. Many organizations use it for customer service, a helpful resource, or a community forum. It’s easy to use, easy to manage, and provides good information about your followers. Additionally, because of Facebook’s domain authority, it’s often one of the first results in an organic search for your business. Posting links that point back to your website give you a rankings boost, and by pointing customers to where you want you can improve conversions.

There are some businesses out there who have relied solely on Facebook for business. The impact of this announcement won’t be felt for a couple of months, but safe to say that the days of Facebook being a source of “free” marketing are definitely numbered. Let’s not forget – potential customers are out there searching for your business online. A great strategy is to help your website be found. Let’s talk about how G.1440 can help drive traffic and leads to your website!

Ryan McGrath is a Marketing Consultant at G.1440. For the past 3 years he hasn’t had a profile picture or cover photo on his personal Facebook page. Because of the random Facebook pages he “likes” his targeted ads are all over the place. He can be reached at 410-843-3880 or by email at rmcgrath@g1440.com.