What publishers need to know about Facebook’s News Feed changes

What publishers need to know about Facebook’s News Feed changes

 

An update this week to Facebook’s News Feed will affect how often your page’s posts show up to your fans.

The move was a continuation of the differential treatment of post from pages as opposed to posts from your friends, and Facebook has alerted page owners that posting using the link-share method may yield better results, according to a Tuesday blog post from Facebook product manager Chris Turitzin.

For page owners posting simple text updates, the engagement levels they have been seeing lately should go down.

“Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types,” Turitzin said. “The best way to share a link after this update will be to use a link-share.”

Facebook made the change after noticing an upward trend in text status updates from personal profiles was followed by an increase in text status updates from pages.

Those posts look like this:

As more Facebook users saw increased text status updates from friends, they wrote more themselves to the tune of an average of 9 million more per day, according to Facebook.

“Because of this, we showed people more text status updates in their News Feed,” Turitzin said. “Over time, we noticed that this effect wasn’t true for text status updates from Pages. As a result, the latest update to News Feed ranking treats text status updates from Pages as a different category to text status updates from friends.”

The result is that Facebook users will continue to see more text status updates from their friends, but fewer from the pages they like. In order to continue to reach more fans, page owners will have to rely on Facebook’s other posting methods.

One such method has been to include the link as part of a caption of an image, like this:

But for now, Facebook will be giving the nod to posts using the link-share method, like this:

John spent 10 years in print and broadcast news media before coming to Technorati, where he leads marketing communications, social and editorial strategies. Follow him on Twitter @swartzdesk.