Ever since its IPO, the trust between Facebook and its users has been on very shaky ground. The latest charge is coming from leery page owners is that Facebook is intentionally making it harder to get page updates shown on news feeds.
According to ARS Technica, a growing hoard of angry users say Facebook is driving down organic views in order to make page owners pay for Promoted Posts…
I’m going to be controversial here and say that it looks like Facebook is tanking Page traffic because Facebook is tanking page traffic.
In fact, FB admits that they are intentionally limiting the reach of status updates…
The key difference is motive. Facebook says it’s trying to clean up news feeds by only showing the most relevant stories in a user’s feed. As a user, I can appreciate that. In addition, Facebook has created new tools that allow users to sort and filter who’s updates they see (and don’t see).
Clearly, there was a need to keep news feeds relevant, and these new features are almost certainly a good thing for users.
Still, it’s not hard to see why so many page owners are upset. They’re watching their reach and clicks falling month after month, at the exact same time that Facbook is clearly scrambling to squeeze the most out of its ad business — to appease pessimistic shareholders.
The optics aren’t good. That’s just all there is to it.
According to the New York Observer, even Facebook’s heavy hitters are watching their reach shrivel up like last week’s jack o’lantern. It doesn’t matter if you’re Digital Marketer or Walmart, your posts will only reach roughly 15% of your account’s fans.
If you want to reach the remaining 85%, you’re going to need to pay. It’s the new Facebook reality, like it or not.