What To Expect From Facebook Business Pages?
The Facebook algorithm continue to evolve and your Facebook business pages should too. As the company, Facebook continues to find new ways to “improve” their algorithm. It is also changing the way that we should be using the Facebook platform as users. If you are a business and you own a Facebook page, you are going to want to sit down for this. Facebook is not what it use to be. Facebook is a for-profit, publicly traded company that no longer has to build an audience. With over 2 billion users, Facebook has a lot of power, and that power allows them to make changes that happen “ever in their favor.”
Think about it this way, we use Facebook to share personal and professional information with an audience of humans that we choose. In addition, we are given the option to advertise to an audience that is bigger than the one we make through paid ads, organic search, and a little help from our friends. We use the news feed in Facebook to try and update people with hopefully relevant information. So it will make sense that there are a large number of posts that go through that feed daily.
As Facebook evolves and continues to grow, it is also getting smarter. With each new beta test, they are able to modify and manipulate the information that we are shown on our news feed. As users, we are also able to “follow” people and pages that we like. The feed itself is controlled by an ever-changing algorithm behind the scenes.
A Quick History of Facebook Algorithm Changes
In 2006 Facebook launched the news feed feature to their platform. Prior to the news feed you would have to manually look up other profiles to see any updates about the people that you networked with. With the news feed change came the first re-design of the Facebook platform allowing users to see when others uploaded photos or changed their status.
In 2007 Facebook introduced the “like” button for status updates. It was a way to simplify the user experience because it allowed you to interact with the posts without having to actually say something.
October of 2009 marked the largest change to Facebook when they introduced a new news feed algorithm that prioritized popular posts. Prior to this update the news feed featured posts in a chronological order. Popular posts included things like pictures of a new baby, or congratulations on an engagement. These posts were considered more “newsworthy” and given precedence.
Boosted posts were introduced for pages in 2012. Between February 2012 and March 2013 the average Facebook page dropped from 16% to only about 6.5%. Based on the figures above, that means a Page with 10,000 fans could expect just 650 of them see what you are posting on your page in their news feeds.
In October of 2017 Facebook started testing a new concept of separate feeds in 5 different test markets. The changes were designed to push publishers into purchasing ad space to have their updates show in the feed. Remember as a publicly traded company, Facebook must find new ways to bring in revenue. The hope for Facebook is more money. With multiple feeds, Facebook creates more places to hold users’ attention and therefore show them ads.
“With all of the possible stories in each person’s feed, we always work to connect people with the posts they find most meaningful. People have told us they want an easier way to see posts from friends and family, so we are testing two separate feeds, one as a dedicated space with posts from friends and family and another as a dedicated space for posts from Pages,” a Facebook spokesperson wrote in an emailed statement to Mashable.
Help Promote Your Facebook Business Page
Here are the things that Facebook traditionally likes to see when selecting an update to show in news feeds.
- Posts with lots of Likes, comments, and shares tells Facebook that the update is relevant.
- When your post receives a high volume of interaction in a short time Facebook sees it as timely news.
- Facebook Business page updates that are liked, commented on, or shared by one’s friends perform better. Those who paid to have fake profiles like pages typically do not generate high interaction rates from posts.
- Links in your posts that content to a news story, a blog, or product on your page help Facebook see that you are sharing content. Facebook likes content.
- Post types that users seem to prefer more than others (e.g., photo, video, or status update) Ever heard the phrase a picture is worth a thousand words, people like looking at people, and they love visual content. Others prefer to click on links. Facebook now factors the individual users preferences on what they have historically clicked on to factor into news feed content.
- Videos uploaded to Facebook seem to receive a large number of views or extended viewing duration. It is logical to assume that Facebook wants you to use their tools.
- Posts from Pages that one interacts with often. This means you need to encourage your “likes” to continue to visit your page and comment on your posts. Facebook is starting to find ways to discourage posts that have calls to action to “share” and “like” or “tag” people to win stuff. In fact it is actually a Facebook rule. To get the full list of rules that are updated regularly click here ( https://www.facebook.com/page_guidelines.php)
- When you interact with a page or with your friends on Facebook, you are more likely to see their updates.
What Does It Mean For Your Facebook Business Page?
Facebook uses more than one hundred thousand factors in their current algorithm. With Facebook testing the waters on eliminating certain segments of their followers reach through the news feed. Facebook will continue to manipulate the feeds to encourage pages to pay for ads. Today, the average page post is seen organically by about 10% or less of your followers.
Lars Backstrom, the Engineering Manager for News Feed Ranking at Facebook, estimated that there are as many as “100,000 individual weights in the model that produces News Feed.” says this is also applied on a deeper level. “It’s not just about global interactions. We also look at what types of posts you interact with the most from each friend.” Facebook Business Pages should vary the types of posts contributed. People react to different things. Pages that continually publish one type of post won’t be seen by fans that interact with other types of posts.
Revise Your Best Practices For Social Media To Include Social Interaction.
As a business owner with a Facebook Business page you have to have a strategy. You should ask everyone interact with your content on Facebook. All the people in your network should be actively helping you promote your brand. In return, you should do the same for fellow businesses in your area. Interaction with your network helps improve your organic reach. Social media was intended to be SOCIAL and should be driven by social interaction. Interact with others, share business things on your personal pages, write reviews for people.
Contact us today if you need help understanding your Facebook business page!