Changes to Facebook’s Algorithm

According to Facebook, “organic reach refers to how many people you can reach for free on Facebook by posting to your Page.” Over the past few years, anyone with a Facebook Business Page will have noticed a steady decline in the number of organic impressions. Fewer and fewer people are seeing business and publisher posts, so fewer people are interacting with these posts.

There are a couple of reasons for this decline. One reason is that there is more ad content than ever before and it’s all competing for space on the News Feed. But the main cause for the decline is the much talked about changes to Facebook’s algorithm. In 2018, Facebook’s former Head of News Feed, Adam Mosseri, said that Facebook was shifting away from branded content and that the News Feed would be more focused on connecting with friends and family.

The drop in organic impressions for business and publisher-owned pages is clear. Ten years ago, Business Pages were reaching 16% of their fans. Today that reach has dropped precipitously to 5.2%, or possibly even less. This means only about 5 in a 100 of your fans will see your post. This doesn’t mean that organic marketing is no longer tremendously important, only that you now need to couple it with paid advertising in order to achieve your social media marketing goals.