Saturday, November 15, 2014

Facebook To Reduce Promotional Posts

The old axiom "never invest in something that you are not vested in" is ringing true for many small business owners and corporations alike after Facebook announced on Friday that it will reduce the visibility of posts made by businesses that Facebook deems promotional.  The new policy takes place in January 2015.


In other words, businesses that have expended time and money into accumulating Facebook 'Likes' cannot count on their commercial posts being viewed by all (if any) of their Facebook fans.  Instead, businesses must purchase ads from Facebook if they want those commercial posts to appear in Facebook's news feed.


"Our goal with News Feed has always been to show people the things they want to see," the social media giant said in its statement.  "That’s why we often look to people on Facebook to tell us how we can improve.  As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds.   People told us they wanted to see more stories from friends and Pages they care about, and less promotional content... News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time." 


Facebook said that these three types of posts could be considered promotional:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads


This announcement comes on the heals of Facebook's strategy over the past year to reduce the organic reach of users' Facebook posts.


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