Facebook has introduced a new algorithm that prevents fans of brand pages from seeing updates in their news feed – unless they pay for advertising.
Facebook’s new algorithm has affected brand’s fan reach by up to 88%
Since the update was instigated on 1 December, spirit brands with a fan page on Facebook may have noticed a dip in the total reach of their posts – the number of people seeing them in their news feeds.
A study of the effect the change has had on brand pages, published by Ignite Social Media, showed organic reach had fallen by 44% on average, with some pages seeing declines of up to 88%.
Before the update, brand pages reached around 16% of fans with their updates, but according to the study, the figure has now dropped to 2.5%.
A spokesperson for Facebook told AdAge: “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
There are over 2,300 alcohol brands currently using Facebook as a means to communicate updates with fans.
Brands currently using Facebook as a marketing platform have been advised to budget for advertising spend on the social media platform, or adjust their approach to publishing content.
Ignite Social Media said it has submitted its findings to Facebook, which is apparently investigating the issue.
To help spirit brands adjust to the changes, The Spirits Business has sought the advice of a number of digital marketing experts, who recommend the following:
1. Facebook is seeking to improve the amount of quality news brands publish, so experiment with the style of content you’re posting. Although Facebook doesn’t admit how they will monitor the quality of posts, it looks likely that more timely, newsworthy content will prevail, and not just updates about your own brand, either.
2. Seriously consider including a budget for Facebook advertising in your annual marketing spend. If the site really is keen to make money for its many shareholders, it won’t make it easy for brands to do anything but spend, spend, spend.
3. Encourage your fans to share your content. Facebook is not punishing updates from “real people”, only those from brands
4. If the above doesn’t work, consider appointing brand advocates, that is, real people who are well connected on Facebook to share your content for them.
Source: The Spirits Business