Are you panicking about the possibility of the end to Facebook organic reach for your business?
In this article, we explain the ‘Explore Feed’ testing and how it may affect you.
What Is Happening To Facebook Organic Reach?
It was recently reported that Facebook are carrying out tests to move all business page and public figure posts to the ‘not so well known’ Explore Feed tab.
This tab has, up to now, been used for posts that Facebook THINK you may be interested from pages that you don’t currently follow, based on the types of pages you DO follow and popular posts that your friends are engaging with. Very similar to Snapchat’s ‘Stories’ for individual accounts and ‘Discover’ for publisher content. However, if an individual shares a post from a business or public figure page, the shared content WILL appear in the main news feed.
These tests are being carried out in 6 countries at present. Guatemala, Sri Lanka, Slovakia, Bolivia, Cambodia and Serbia and since they started on Thursday 19th October, 60 of the biggest Slovak Facebook pages have seen a dramatic fall in interactions, some up to 4 times less engagement.
When Will Facebook Roll These Changes Out Globally?
Before you hit the panic button, Facebook has issued a statement stating that “We currently have no plans to roll this test out further” and Facebook's head of News Feed, Adam Mosseri, said in a company blog post. "The goal of this test is to understand if people prefer to have separate places for personal and public content. We will hear what people say about the experience to understand if it’s an idea worth pursuing any further."
Facebook have given no indication about how long these tests will continue in the 6 affected areas and even stated “As with all tests we run, we may learn new things that lead to additional tests in the coming months so we can better understand what works best for people and publishers”.
Where Can You Find The Explore Feed?
When the Explore Feed was originally released, it was only available on mobile, but more recently, it was added to desktop and shows as a rocket icon on the left of your main news feed.
On the Explore feed you will see (as explained above) content from pages that Facebook think you may be interested in, which could actually be a great place to find new content for your page!
Should I Still Keep A Facebook Page If This Happens?
A resounding YES!!! Facebook is still THE social media platform to be on. With over 2.1 billion active monthly users, it has become the most common place for customer service issues and people check out reviews. Statistics say that 35% of people are more likely to buy a product or service from a business that is active on social media so just because your posts may not automatically appear in the newsfeed, it doesn’t mean that people won’t visit your page. Besides, Facebook is one of the best platforms for advertising with its laser targeting and you can only advertise from a page, not a personal profile.
How Can I Reach My Audience If Facebook Makes These Changes?
It’s not all bad. If an individual shares a post from your page, it will STILL appear on their timeline so having great shareable content is vital. Images and videos (especially live) receive far greater interaction from your audience.
Find complimentary businesses to interact with. Like, comment and more importantly, share their content to help increase their brand awareness and ask them to do the same in return.
A great example of this is that we specialise in Facebook and Google AdWords, however we don’t look after clients Pinterest accounts. Another social media agency may specialise in Pinterest and sharing their content, not only helps them, it is also likely to be of great interest to your audience.
Another way is to ask your audience to set up to receive ALL notifications from your page so that they don’t miss out on vital tips and advice. They can do this by clicking on the down arrow alongside the ‘Following’ button under your cover image. This way, they will receive a notification when you post content, so they can go take a look at your page and see the post you have just added.
Facebook Ads and promoted posts will also still appear in the main newsfeed and with the amazing laser targeting options available and costs involved, you can still reap great rewards for your efforts. If you are not sure how to get the best from your Facebook Ads, check out our FREE eGuide ‘The Facebook Ads Winning Recipe HERE
The main thing to remember is that this is merely a test by Facebook and they currently have no plans to roll this out globally. If, and when this does happen, I am sure that Facebook will make the Explore Feed a more highly publicised feature.
Facebook have made it increasingly harder to gain organic reach, attempting to make this a ‘Pay-to-Play’ platform and even if they do, the Facebook Ads targeting makes this a very worthwhile place to spend your time and effort on.
What are your biggest fears with these tests? We would love to hear your comments below.
If you have found this article helpful, please share and tweet …..after all caring is sharing.
This is Suzii, signing out for now. Have a great day everyone!