Does it make sense to continue building pages for Facebook organic social?
Now that Facebook has changed their algorithm to de-emphasize or even exclude content pages from user feeds instead favoring pics/stories from friends, does it make sense to continue investing in business content pages?
You are referring to the most recent changes to Facebook code that now prioritizes
content produced by a user’s friends and family and de-prioritizes content
(including pages, videos, photos, and posts) produced by businesses and media.
2014, Brian Boland, Facebook's VP of Advertising Technology posted an
article in response to enquiries as to the reason for the drastic decline in fan
engagement, viewing and interacting with brand/business’ organic posts on
In the response, Boland gave the following reasons –
First, the high volume of content
produced and published on Facebook. Too much content from individual users,
brands and business led to decreased visibility for any one piece of content to
Second, since too much
content is being published, Facebook has to strategically figure out how to show
content that is most relevant to users vs all available content on the newsfeed.
I would also add other reasons including –
Thirdly, Facebook is in the
business of advertising to the broadest audience possible.
Fourth, maximizing profits
for its shareholders means Facebook has to adjust the algorithm to stay
relevant otherwise, it could end up as Myspace. Remember Myspace?
For these reasons, Facebook has to constantly adjust its algorithm and will
probably continue to do so to optimize it ways that achieve above 4 objectives.
Here just a few of the number of times Facebook has adjusted its algorithm
in the last few years
In 2016, Facebook modified its algorithm to further prioritize content from friends and family
August 11, 2016: Prioritizes personally
July 9, 2015: Greater user control over the News
April 21, 2015: Prioritize content from friends
November 14, 2014: Reduce excessive promotional
August 23, 2013: Adjusted algorithm to show more high-quality content
News feed prioritizes popular posts
Each of these updates forced brands and businesses to change how they
build pages and content to engage with fans.
As you can see, Facebook does a code base modification regularly and
oftentimes, those changes impact users, brands and businesses.
Secondly, if you stop building pages for Facebook organic reach on
Facebook, you may end up being the only brand/business to take that action. No
doubt a few other small number of brands and businesses may feel it
So, the options are to stop building Facebook organic pages or to
adjust Facebook content & page strategy to achieve the same quality and
quantity of fans. To capitalize of the new Facebook changes, consider the
1. Create a “Must Have” Content for Your Fans
& Followers If your fans know and trust that that they can always count
on compelling content from your brand, they’ll actively seek out your brand/business
content even if it does not automatically/organically show up in their
2. Compelling Content Gets Shared When your content
is exciting and interesting to your fans, they’ll feel more inclined to share
it with their friends. Fans will make content go viral. Example is the VW Passat Darth Vader Super bowl
commercial. Even if you don’t not have the
same budget as VW to produce compelling content, it is still possible to be
creative with limited budget perhaps once a year.
3. Use Available Facebook Features a)Stories User generated photo or video collections
has become a favorite feature on Instagram but not quite there on Facebook. Use
the Stories feature to make your content more compelling and visible.
b)Go Live Any business brand or user can
now “Go Live” with Facebook. The benefits of live streaming with go
live include –
The “Go Live” feature is not yet saturated so better
chance getting high organic reach.
Live streaming on Facebook also notifies page’s
fans which is a great way to reach fans and followers.
It also receives 6x the engagement of regular video.
c)Facebook Group Generate Facebook user interactions by
using Groups feature. 4.Quality vs Quantity Create quality content. It is better to post quality
content vs quantity.
5.Create Content that Encourage Interactions It goes without saying that contents that generate
interactions will go viral than content that is posted just to satisfy daily
6.Paid vs Organic Facebook Strategies The ad business is maturing as Facebook refines the
algorithm to segment and target desired audiences based on business/brand
specifications. Rather than selecting one vs other, the best strategy to incorporate
both paid and organic strategies.
Answer: Yes it is worth continuing to building pages for Facebook organic content. Otherwise, you may be the only business/brand that's not building pages for Facebook while your competition continues to seek that holy grail of visibility and engagement on Facebook.