Facebook has changed a lot over the years, usually for the better.
And recently, they've made some substantial changes to their algorithms.
Facebook doesn't show users every single post from every account they follow.
Although the newsfeed was originally in chronological order, they stopped doing that a long, long time ago.
Instead, it uses complex algorithms to determine what that person wants to see the most.
This is decided based on how that person engages with different accounts and business pages.
Because they make their money from their advertising platform, Facebook is set up in a way that deliberately puts organic content from businesses at a big disadvantage.
This is partly because, as you can imagine, they want you to pony up for paid ads.
Their algorithms are also designed to prevent spam, scams, and misleading content.
The recent changes are meant to keep users on Facebook as much as possible.
So links to your owned content will see a lot less action in the future.
Fewer impressions, fewer clicks, and lower engagement will result, as your reach is hobbled more and more.
Paid content is more important than ever before.
In a recent blog post, Contently explains why.
1. Link posts are on the decline
Facebook has long been transparent about its desire to prioritize native content that keeps you there over links that take you to an external site.
2. Paid distribution is more important than ever
For content marketers, Facebook’s biggest value is as a paid distribution network. It has the greatest combination of targeting, reach, and cost efficiency of any distribution platform. And that’s not just for B2C companies. Professional and B2B content performs much better than most marketers realize, even for niche topics such as “Logistics.”
[image source: Contently]
More than ever, paid distribution on Facebook is a crucial tool for driving top-of-funnel engagement and building an audience with the right personas.
We used this approach to grow the audience that reads The Content Strategist by 10x. (For a more tactical breakdown of how paid social outperforms organic social, check out this helpful piece written by our cofounder Shane Snow.)
You can read more about Facebook's latest changes, and what it means for advertising on the platform, in the full blog post from Contently.