
SUMMARY: In this post I’ll review the most recent evidence that over the last two or three months Facebook has intentionally reduced the reach of Facebook Page posts even further — by as much as 40% on average. But I’ll also explain two very recent changes that Facebook has rolled out which, at least for now, will allow users to see all the posts from Pages they want to follow: Page Feed and Notifications. I’ll also explain recent changes that Facebook has made to the Comment feature on Page posts.
Yes, having previously ventured into the gaping maw of Facebook’s machinations, I now find it difficult to get away from them. The rough tongue of the globe’s biggest social media platform has wrapped itself around my torso and won’t let go. I know I shouldn’t care, but I can’t help myself. Chalk it up to morbid fascination. I’m fascinated by books bound with human skin, too.
RECAP OF THE PROBLEM: THE SHRINKING REACH OF PAGE POSTS
It all started in May when Facebook rolled out their Promoted Post feature, which offered administrators of FB Pages the glorious opportunity to pay FB so that more than a small fraction of a Page’s fans would see their posts. This led ignorant grunts like me to discover that for at least a year before that, Facebook had been using computer algorithms called “EdgeRank” to pick which which fans would see which Page posts. Some would see them, most would not.
Then, in July, Facebook removed some of the statistics that Page admins could see on their Page Timelines — the stats that quickly showed the percentage of their “likes” who were seeing each post on the Page. This seemed like a fairly blatant attempt to hide from Page admins the most easily understandable evidence about how few fans their posts were reaching.
At about the same time, Facebook began reducing the number of status updates that would automatically load in user’s news feeds — with FB’s algorithms determining which ones would appear higher up in the feed (thereby increasing the chance they would be seen).
It also became evident at that time what Page admins would get by paying FB to promote posts: FB would not necessarily deliver the posts into the news feeds of more users; they would instead push them higher up the feed for users selected via FB’s algorithms (i.e., not 100% of a Page’s fans), thus increasing the likelihood that those selected users would actually see the posts. Continue reading »