Facebook is changing. The News Feed has reached the end of its influence as a Facebook feature.
How am I so confident and aware of this? Because I did my research and here’s what I found out.
What is Facebook’s organic reach?
Organic Reach on Facebook is simply a measurement of how many people can find you on Facebook for free. It’s much like organic rankings on a search engine. Although in the case of Facebook it’s based on aspects like popularity, post frequency, and other contributing factors. And when you think about the current state of Facebook. It seems logical that Facebook would be making some big changes.
With more and more content being generated and shared, plus with how the News Feeds curates the content you see. It’s natural that Facebook would need to fine-tune their system from time to time. And so Facebook is making changes. Specifically, they’re changing Organic Reach. To look and feel a little more like the Paid Reach measurements.
The newer look really only changes a few minor elements. But the numbers will look bad nonetheless. Previously, Facebook counted Organic Reach as any time an unpaid post appeared in someone’s News Feed. Now, Organic Reach will only give you a hit if your unpaid post actually enters a person’s screen. The changes don’t affect how your post is shown to anyone. Nor does it really change anything about how posts are displayed at all. It just affects how Organic Reach is tallied, but that makes a difference.
The seeming paradox then is that you can expect your Organic Search traffic to take a big hit. But that particular metric should be a lot more accurate. According to Mark Zuckerberg, there’s a good reason for the death of Facebook’s Organic Reach:
“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other.”
Facts for the decline of Facebook news feed:
Let me spread out the issue in a solitary sentence: Facebook is rebuilding every one of the pioneers of its business to support a new focus on messaging and privacy.
The News Feed has been in decay for quite a long time. With distributors and advertisers are very much aware of the decreases in reach as Facebook has sought to continually realign its systems. In order to prop-up audience engagement.
We get it. People don’t see our organic posts any longer. However, what makes this most recent move any more critical than the numerous different News Feed changes as of late?
Before, whenever the News Feed calculation was refreshed. It was normally gone before by a Mark Zuckerberg jeremiad about loved ones being at the center of the Facebook experience, or a minor departure from that topic.
To the exclusion of everything else, Facebook needs to keep up that personal connection capacity in order to keep people coming back. Facebook knows this, and you know it as well. Yet as of late, a greater amount of that personal sharing has really moved away from the open idea of the News Feed and into private gatherings. A valid example: The huge four messaging applications are now seeing more usage than the top four social tools.
That move has to lead to a noteworthy re-center at Facebook. Seeing the energy swing towards informing, Zuck and Co. have declared a swathe of staffing moves legitimately lined up with this change.
What’s happening behind the box?
What sort of moves? Here’s an overview of the Facebook management shuffle that’s all taken place within the last year.
Zuckerburg has put a whole lot of billionaires out to pasture recently, ie. he’s reshuffling his team. And firing most of the key people who worked on the Facebook News Feed. Koum became a billionaire when Facebook bought his and co-founder Brian Acton’s startup WhatsApp back in 2014. Now Koum is spending more time playing ultimate frisbee than he spends tweaking his app. And Brian Acton jumped ship, too.
It was no secret that Koum and Facebook’s old guard crossed swords when Facebook started tinkering with WhatsApp’s most notable feature – ironclad encryption.
Daniels became Koum’s replacement. But not for long. On the day that Fast Company called “ugly Thursday,” Daniels cleared out his desk and walked out the door.
Chris Cox – a legend at Facebook – one of the most admired, and most trusted leaders the company knew, was engineer hire number 13 at Facebook and he spent 13 years at the company. Cox is also now the highest-ranking company officer ever to resign. He held the Chief Product Officer role, just one door down from Cheryl Sandberg, Facebook’s COO.
What does all of this mean for Facebook news feed?
Essentially, these authoritative changes demonstrate a gigantic new move toward Facebook. News Feed will doubtlessly vanish completely and be subsumed by the power of messaging. The News Feed has been a fixture of Facebook nearly since the absolute starting point. In this manner, its sunsetting appears to have neither rhyme nor reason. For what reason would they cover it? It resembles Apple slaughtering off the iPhone or Coca Cola stopping their Coke item.
One explanation should be expressed immediately. The News Feed is extremely questionable.
It’s difficult to accuse the News Feed straightforwardly for the result of the 2016 United States races or as the reason for slaughter in New Zealand. In any case, the News Feed was there from the start, and it’s never again seen as the carrier of truth and association that it was planned to be and that needs to change. An algo change isn’t the change we’re discussing.
A dead News Feed is the sort of progress that Facebook needs. The News Feed is an existential lawful risk to Facebook’s progressing feasibility in the cutting edge age. In this way, that is the negative side of things. Be that as it may, clearly, Facebook is exhibiting an increasingly positive point of view.
Zuckerburg explained it (sort of) in his newsroom note. Here are the highlights from that release that shed light (sort of) on the rationale for the shakeup:
- …we organize our company to build out the privacy-focused social platform
- …new product efforts
- …clear plan for our apps centered around making private messaging, stories and groups the foundation of the experience
- …the next chapter of our work [is] building the privacy-focused social foundation
In his rambling shpiel, Zuckerberg used derivatives of the word “privacy” seven times, and derivatives of the word “messaging” four times.
See, as much as Mark Zuckerburg discusses human association and loved ones. Facebook is a business. Organizations need to profit. Facebook profits, not from grandmas groveling over photographs of their grandbabies. However from organizations the foundations that need to sell stuff. Furthermore, we organizations surrender a heap of money, billions of dollars every year.
The shift to privacy and messaging will add to a greater and increasingly strong income stream for Facebook. It needs to. It’s the idea of business. Rather than the News Feed. Facebook offers organizations the possibility to utilize informing all the more adequately arrive at their clients. What’s more, with every one of the three informing applications converging under a solitary foundation, organizations can arrive at more clients than at any time in recent memory.
That’s a major nod to business revenue being the driving force for Facebook’s epic change.
But there’s another reason, and it comes as no surprise to Facebook. Email as a marketing channel is slowly dying.
Every email marketer that I know are disgusted with abysmally low open rates and clickthroughs. Email is just not working.
Who’s responsible for poisoning the well of email marketing? Messaging apps.
And the biggest culprit? Facebook Messenger.
What does this mean for the future of Facebook marketing?
The future is not dire. The future is bright with unicorns prancing in fields of delicate purple and pink wildflowers.
Rather than get all huffy about it, though, smart marketers are out there churning out Facebook Messenger chatbots, creating Messenger drip campaigns, sending chat blasts, and basically living in unicorn land.
In fact, if you’re using Facebook Messenger marketing with chatbots. You have absolutely nothing to fear. (But if you’ve been hoping that organic Facebook posting is going to cut it, then you’ll have to adjust your expectations). We’re in a new era of marketing ruled by Facebook Messenger, not the News Feed.
Here are four Facebook Marketing Power Tips that will add unicorn power to your marketing efforts.
- Start using Facebook Messenger chatbots immediately.
- Do not rely on organic Facebook posting any longer.
- Aggressively Create and Deploy Messenger chatbots to supplement and outdo email marketing.
- Supercharge Your Facebook Messenger list building.
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