This post is part of Bumblings Blog Tips.
It’s time for some real talk. On Saturday, I talked about how complaining about Facebook isn’t getting you anywhere. And maybe Facebook is perfectly justified in most of the decisions they make, because they’re a business. Making money is not a choice for them.
And complaining takes time that adds up. So instead of complaining, learn the fact and use those facts to improve your Facebook strategy. (Tweet this)
Today, I want to address all the people saying that Facebook hates small businesses and blogs and is decreasing your reach to punish you for not advertising.
Because that’s a load of shit.
Let’s get one thing straight:
Facebook is NOT Trying to Alienate Blogs (Tweet this)
In my last post, I explained that any change to Facebook’s News Feed algorithm is a business decision to keep users on the website. That is how Facebook can make money, which they need to run their business.
The majority of News Feed algorithms are implemented due to one of two things:
- Studies of user behavior have shown that Facebook can make a change to improve the user experience in their News Feed.
- Facebook has noticed that a certain type of activity is popular among spammers trying to game the system, and Facebook needs to build something to prevent that.
So the popular saying goes, “This is why we can’t have nice things!”
Successful Facebook pages will discover that, for example, photo posts with links in the captions get high reach and engagement. But then they’ll make that information public for the benefit of smaller blogs and businesses, and a spammer will find the post.
So then a spammy page will do nothing but post tons and tons of photos with links in the caption. The way the algorithm currently stands, that means users’ News Feeds are full of posts from spammy pages. That’s when users will start to say “My feed is boring. Eff this. I’m going to go check my Twitter timeline or Tumblr feed.”
Obviously, that’s when Facebook needs to do something about the spammers to improve the user experience. These algorithms are the solution, not the problem.
What it Means When Your Facebook Reach Goes Down (Tweet this)
Since Facebook algorithms are meant to show users what they have historically enjoyed, a decrease in reach means you’re not posting what your fans want to see.
It’s as simple as that.
It means that you’re posting text posts with links in them, and there is sufficient data (and we’re talking millions and millions of data points, people. Really sufficient.) proving that users don’t like to click links that are displayed that way. They prefer photos with links in the caption, or default link posts.
A decreasing reach is a sign that you need to change up your Facebook content. (Tweet this)
Everyone is so quick to blame Facebook, to say that Facebook hates blogs and small businesses, but the reality of the situation is that the blogs and small businesses doing the complaining are just doing Facebook wrong, and are no longer getting away with it.
But instead of just complaining, try to identify why your reach is decreasing, and then fix the problem. And no, your reach isn’t decreasing because Facebook is punishing you.
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