Facebook Changes – Some Promotional Posts Will Be Penalised
Just when you were getting your head around the loss of ‘like-gating’ Facebook have dropped another algorithm bombshell that has shaken many a Pages manager (and left a significant number infuriated). Yes, more Facebook changes to keep on top of! This time it’s promotional posts that are taking a hit.
On 14th Of November Facebook announced that:
“Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages…. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.”
Yes, Facebook are officially cracking down on promotional posts. Understandably this is causing allot of upset to Business Page Managers. But, If you have been keeping up with the latest Facebook algorithm changes this will come as no surprise to you. For Facebook, it’s all about keeping their users engaged so they continue to use it.
These changes come on the back of an ongoing survey that Facebook have been conducting to increase user satisfaction:
“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”
Understandably, it turns out that Facebook users don’t really want their newsfeed clogged up with promotional posts.
To avoid being penalised, It’s time to take stock of what kind of posts you are promoting.
This begs the question:
What makes a promotional post ‘too promotional’?
Here’s what Facebook have to say:
‘Posts that solely push people to buy a product or install an app, Posts that push people to enter promotions and sweepstakes with no real context, Posts that reuse the exact same content from ads’
So basically, pushy ads masquerading as posts. We already found out that Facebook didn’t like sweepstakes that force you to complete an action when they abolished ‘like-gating’ last month.
Here are two posts Facebook gave as example of this type of pushy content.
When Do These Changes Come Into Play?
Well, you can just about get your Christmas promotions seen, these changes will come into play January of 2015.
So What Are Facebook Doing To Help Businesses?
Facebook stressed in the statement that they are exploring more ways to better customise pages based on the industry. They say that businesses should not just consider their page as simply a publishing service. Instead they suggest you think of your Facebook page as a cornerstone of your online identity.
If you rely heavily on promotional posts like the ones above, it might be time to re-think your Facebook strategy.
Remember Facebook simply want to give users the content they want to see. Otherwise their users will just go elsewhere.
What do you think of these latest changes?