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Why sharing is more important than ever

Why sharing is more important than ever


Earlier this week, Facebook implemented a new algorithm change, which will balance content from friends vs brand pages in the News Feed.

What does it mean for me?

Your Facebook feed will focus even more on individuals and less on brand pages. To quote Facebook; “content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it.” Facebook is a platform built for virality.

What does it mean for my brand?

This algorithm change will impact your brand’s content marketing strategy. It means that pages posts won’t gather as much organic visibility through likes and comments as they did before. Your organic reach and engagement will drop. This change is being viewed as a step closer to ‘Facebook Zero’, which would see 0% organic reach for pages. More than ever, Facebook is a paid platform.

Where’s the opportunity?

With the sheer volume of content on Facebook, it has become more and more difficult for audiences to find quality within the quantity of messages. Brands need to keep focusing on interest-based quality content that individuals want to share. With this News Feed change, content will be visible if the person has an affinity with the subject matter. Smart brands will take advantage of this will ask before publishing; will our fans share this?

If I only do two things to adapt, what should I do?

1. For pages with large followings, you may have access to targeting for organic posts. If so, we recommend you make use of Interest Targeting functionality as illustrated below for publishing organic content.

  target 1

target 2

 targeting 3

 target 4

2. Revisit your Facebook content marketing strategy. Content for Facebook needs to be targeted and supported with clever paid promotion, so ensure you have budget to compensate for the inevitable drop in organic reach for brand pages.

Here are some best practices from Facebook and advice on how to start publishing based on target profiles.


Written by Amanda Kavanagh.