Do you run a small business? Facebook is a great advertising tool to keep customers engaged with your brand and attract new ones, too. Plenty of businesses rely on Facebook as the cornerstone of their marketing strategy. But many of them cross the line into spam territory. You know what I mean: aggressive or spammy posts, bait-and-switch tactics and ads disguised as posts.
Facebook is now cracking down on all those tactics. There's been an update to the algorithm that governs what you see in your News Feed. Facebook is constantly tweaking and improving it to show you what it thinks you want to see. That's why it also cracked down on click-bait posts earlier this year. Facebook has recognized that you don't want to see that kind of content. Users accept that Facebook is paid for by ads, but they also want clear delineations between what's an ad and what's an actual post.
Starting in January, Facebook will start burying three types of posts from small business Pages:
- 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
You might still see these, but much less often.
Here are some examples Facebook gave of posts that will be penalized:
On the surface, this might seem like a cash grab more than anything. Part of it probably is. After all, Facebook wants businesses to start paying for ads instead of getting the same reach for free through regular posts. The problem is you aren't getting the same reach. Organic reach - that is, the amount of people that engage with posts - is on the decline for business Pages. People just don't want to see, click on or engage with that kind of content. It's not interesting or compelling.
Going forward, your job as a marketer for your business is to create posts that people want to see. Click here to find out exactly how to make compelling posts on Facebook for your small business.
Not on Facebook yet? You need to be! Click here to learn the steps to creating a free Page for your business.