If you run a Facebook Page then you’ve probably noticed that your page reach is naturally declining. Facebook wants you to pay to get your posts into the News Feeds of your fans. You’ve probably also noticed that many pages ask fans to ‘Like if they agree..’ or ‘Share this if you have a heart..’, or something along those lines.
Well, Facebook doesn’t like this, and it’s putting a stop to it. Asking users to like or share something, sharing the same links over and over again and similar tactics will keep your page out of News Feeds.
Sharing posts that are liked, commented on, shared, and clicked will increase your page reach. Those signals tell Facebook’s News Feed algorithm that your posts are worth showing to more people. Here’s a simplified equation for how the feed picks what to show. It features the top five factors Facebook looks at, but there are a hundred thousand others.
Facebook’s recent announcement, part of it’s push to increase transparency about how News Feed works, lays out factors that will get your Page quarantined. Many of these have likely been in play for a while, and Facebook started punishing usage of image memes last year, but now these transgressions could with heftier penalties. Here are the rules:
■ Don’t explicitly ask users to Like, comment on, or share your posts, either in text or photos. Facebook will detect this and reduce your reach
■ Don’t share the same content repeatedly. Yes, it might be important to you, but your fans don’t want to see it in their feeds multiple times. If you need to share the same link, do it with a different description or photo each time.
■ Don’t say a link leads to one thing when it really goes somewhere else. AKA don’t say “check out our photo gallery” and instead link them to an ecommerce purchase page or site with nothing but ads. Facebook will likely see that users start browsing their feed again a half-second after clicking your link because what was on the other side was a scam, and they’ll punish you for it.
Facebook does care about Pages and businesses, it makes a huge amount of money from them, but it cares more about people enjoying the News Feed for years to come. In essence, make the feed worse and you won’t show up there any more.