What should marketers do about the Facebook reach changes for Pages? Is organic Reach going away completely for Pages??
Organic reach continues to decline and Facebook just announced that it’s going to go down even further. But there are strategies that businesses can use on Facebook to reach their customers.
Facebook Reach Changes
First of all, what has happened – hasn’t Facebook Reach already declined? Yes it has and I actually just recommended on my 2018 Predictions on Social Media Examiner that people should post less on Facebook because of these changes (prediction #24 if you want to scroll right to it).
But Mark Zuckerberg announced that he wants to focus on connecting people more (and Pages less). Here’s a quote from his update:
But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. – Mark Zuckerberg
And here is the quote from the Facebook Newsroom article about how they are responding:
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.
They go on to say that reach won’t disappear completely and people can still use the “See First” feature for Pages that are important to them.
To use this feature, you go to the Page, click Following and then select See First. You can let your following know about this and you may get some people who use this feature but more than likely the majority of your Fans won’t.
So what should marketers do? Abandon their Pages completely? Not completely but I am recommending not worrying as much about content on your Page.
What marketers should do about the decreased Facebook reach
I think we are seeing the beginning of the end for Facebook Pages being a vehicle for businesses to reach their customers organically. In the future Facebook is going to be only an ads platform.
1. Continue to count on Facebook Live video and focus more energy on video for organic reach
2. Facebook Ads are still critical and still effective for reaching your targeted audience
3. Think about using a Facebook Group for your business
Facebook Groups aren’t necessarily a good fit for every business because they take more time and more moderation. Here are 5 questions to ask yourself before starting a Facebook Group
Make sure you are using strategies and tactics to grow your email list from Facebook so if this platform doesn’t work for you anymore, you have ways to connect with your community.
I’m still seeing good results from Facebook ads and my Facebook Live videos. My traffic to my site from Facebook went up last year. But I’m going to continue to monitor closely as these changes roll out!
How about you? Let me know your thoughts about the changes and how you are going to respond in the comments below.