Facebook’s Big Algorithm Update and How It Affects Your Company

July 11, 2016

We knew it was bound to happen again… Facebook has made yet another change to their algorithm that will severely impact the way your posts will appear in your fans’ Newsfeeds.

Facebook made an announcement on June 29, 2016 that the platform will limit the posts in News Feeds from other Facebook pages and instead prioritize posts from users’ families and friends. So what does this mean for businesses using the social media giant as a way to get extra reach and referral traffic?

Engagement is Everything

The specific impact this change will have on your page depends on how your audience interacts with you.

For example, if people are sharing your content directly from your website and their friends are liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through your own posts on Facebook.

On the other hand, if you have a very strong, active following on Facebook, them sharing your posts will still result in more people viewing that content. It’s just more difficult for those people to see your posts in the first place now.

This is where the often unmentionable social media marketing tool comes into play… advertising.

Facebook Becomes Even More of a Pay-To-Play Environment

Many publishers and businesses will need to turn to sponsored, also known as boosted posts in order to continue getting the traffic they want to see from Facebook. Fortunately, these types of sponsored posts don’t need to be overly expensive. As little as $25 can get your post in front of everyone that is a fan of your page, and $100 can reach upwards of 20,000 people in your desired target.

Using these sponsored posts at opportune moments with quality, sharable content or a specific deal or sale will help your business make the most out of a small budget.

Facebook Ads Might Cost More

Beyond just sponsored posts, all of Facebook’s advertising might start to rise in use. That increase in demand will likely raise supply-side costs. However, with a well-planned and executed Facebook advertising campaign, your cost per lead may very well still be lower than if you were using Google Adwords.

Of course, nothing’s forever on Facebook, and if data (especially revenue and user interaction data) suggests that the change has a negative impact on the kind of behavior that Facebook's seeking to encourage, they could decide to switch to a new method of displaying Newsfeeds.

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