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In January, Facebook came out and stated their plans to shake things up on the News Feed. The new initiative, which is set to change the way content is displayed to users in 2018, has sparked a great deal of discussion in the real estate industry as to how it’ll impact the network’s usefulness as a marketing tool.
In the statement, Founder Mark Zuckerberg stated that the 2018 focus for Facebook is “on making time spent on Facebook time well spent.”
What he meant by this is that Facebook is going to give priority to posts from friends and family – the content type their research showed to have the most importance to its users.
In turn, fewer organic posts from businesses and brands will be shown in the News Feed. However, Facebook knows where their money comes from, and as such has made no claim that there will be a reduction in the number of ads displayed to its users.
What are the major Facebook News Feed changes?
The major changes for Facebook that Zuckerberg has announced are:
Our clients all have a paid social media strategy and budget as we believe this is imperative for results. In the past year, Business Page content on Facebook has received, on average, 3 percent to 5 percent organic reach. So, if you post something on your business page and you have 500 followers, only 15 to 25 people will see that post if you aren’t putting budget behind it. With the recent changes, this small percentage will dwindle to zero.
Essentially, Facebook is going to show more posts shared by friends and family and fewer posts from businesses and brands (Business Pages). It’s important to note here that they are referring to content from Business Pages that have not been promoted or boosted. There has been no claim made that they will reduce the number of ads that they show to users.
It’s no surprise that this is the direction that Facebook is taking. Organic reach on Facebook has been declining gradually over the past few years.
But it’s now official: Facebook is pay-for-play for businesses and public figures.