With the recent adjustments to the Facebook EdgeRank algorithm, Pages are seeing reduced visibility within the Newsfeed on Facebook. Engagement for Facebook Pages is down and many individual users are displeased over the loss of Posts from their favorite brands and businesses.
While individual users are vocalizing frustration over the loss of Page posts in their personal Newsfeeds, brands and businesses are posting “Anti Promoted Posts” messages that walk their Fans through the steps of adding the Page to their Interests list. Stop Trying to Game Facebook’s Edgerank by Ken Mueller at Inkling Media is a great post on this. Ken is right on – I’m a huge proponent of organic strategies.
When Facebook launched Promoted Posts and adjusted their algorithm, they were ready to deal with the outcry of “unfair” from brands and businesses who have used Facebook as a free promotion channel for years. I’m not certain they anticipated the backlash from individual users who viewed the Facebook-side editing of their individual Newsfeed content as heavy handed in the extreme. Facebook can afford to lose the businesses and brands who use the platform for free but they can’t afford to lose the individual users that advertisers pay to reach.
Pages Managers are frustrated and users are frustrated. And that’s where the new feed comes in.
Half way through the day, I noticed something in the PAGES section of my Profile. Just above the Like Pages link, there was a brand new Pages Feed link and when I clicked on it, there were status updates from every Page I’ve Liked. Every. One.
This new Pages Feed feature holds “Recent updates from Pages you’re connected to”. As an individual user, I’m happy with it. I can see, in one place, what my favorite coffee place is baking for breakfast and who’s playing live at my favorite pub this weekend. For individual users, this seems to be a huge win; Newsfeeds will be populated with Posts from Friends and a few Promoted Posts from brands or businesses while the Posts from the rest of their favorite businesses and brands will be easily accessible by dipping into the Pages Feed.
I checked with a number of colleagues, throughout the United States and Canada (you know who you are, thank you for your time) and I am the only one seeing the Pages Feed feature at the moment.
If launched, the new feed will present its own learning curve for Page Managers. Brands or businesses with no budget for spend on Promoted Posts will have visibility but will also have to deal with their Posts being side by side with other business Posts. While users viewing the Pages Feed will be in a receptive state of mind for conversion, the value of good content and strong strategy can’t help but be underscored here – they’ll need to stand out from the crowd.
Have you seen it? Do you like the idea?
UPDATE: All Facebook has found a related feature that isn’t yet available to all Pages. By opting in to the “Get Notifications” feature, users will “receive notifications whenever a page posts something, users can then see every post — answering a major problem for users and pages alike. Fans will receive a desktop notification on the top left corner of the screen, as well as a mobile notification that the page has something new to see”. Read more about this feature on All Facebook.GT3HT7P87BWX