The Facebook Apocalypse Just Hit, But Don't Freak Out
Facebook just reduced the organic reach of your page to 0%. The good news, however, is that there is a way for publishers to still use Facebook to grow their business.
You've probably read the news from yesterday of big changes at Facebook. The news feed is going to further prioritize posts from people over posts from pages. It's also going to prioritize posts that elicit reactions (comments, likes, shares) over informational posts.
What does this mean for you? Mark Zuckerberg himself said, "You'll see less public content like posts from businesses, brands, and media."
The writing on the wall has been there for a long time. Just a couple months ago, Facebook experimented with moving content from pages completely out of the news feed into its own tab. Organic reach of most Facebook pages was already less than 5% and this is going to effectively take it to 0%.
The days of organic reach are over, and Facebook is now a pay-to-play platform for publishers. But not all is lost.
I wrote an article in Publishing Executive a little over a year ago that showed publishers how they were using Facebook the wrong way. It's not a publishing platform; it's an audience development tool. Bearing that in mind, publishers can weather this latest news feed update.
Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at email@example.com.