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Facebook reduces brands’ organic reach again

In a bid to give its users more control over their News Feeds, Facebook has once again reduced the brands’ organic reach by reducing ‘overly promotional’ page posts.

This would include posts which push people to buy a product or install an app, or enter promotions and sweepstakes ‘with no real context’, or ones that reuse the ‘exact same content’ from ads.

While the social media network is creating a difference between differentiated content and big ideas, this will push the marketers to create more creative content to reach their audience on Facebook.

The company said that it took the decision after conducting a survey on its users on how they feel about content in their News Feeds. It said in a company blog, “People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”

This move will not affect all posts by brands, but the less creative ones will get reduced. “While Pages that post a lot of the content we mention above will see a significant decrease in distribution, the majority of Pages will not be impacted by this change,” the company said in the blog post.

Facebook is trying to keep its News Feed relevant to users, and move marketers to use paid mediums to reach its audience. This change will increase marketers’ demand for paid ads to compensate for the loss of organic reach of its posts. But Facebook has also said that this does not mean that there will be an increase in the number of ads people see in their News Feeds. “The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feeds. This change is about giving people the best Facebook experience possible and being responsive to what they have told us,” the blog post said.

The changes will be effective beginning January 2015. “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,” the blog post added.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.