The WSJ recently introduced us to the story of Chrisy Bossie and her business, Earthegy. Earthegy is a great example of the type of business that relies on Facebook and the community it has built, to support trade, marketing and promotion.
Chrisy promotes her wares with messages on her Facebook Page, advertising specific products and in hope that the 70k+ people who have liked the page, will engage and share the post to their friends on their own walls.
Facebook surveyed a bunch of people, and found that there are some consistent traits that make organic posts feel too promotional:
Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from ads
The changes are expected to rollout at the beginning of 2015 and will significantly reduce the amount of these types of promotional posts in users’ news feeds. The news feed is where every business wants to be, but is under the constant battle of organic versus paid-for content. Facebook was keen to stress that this will not increase the numbers of adverts (paid) that people see in the news feed, but instead to continue to ensure that users find the feed as relevant and interesting as possible.
All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time. While Pages that post a lot of the above types of promotional content will see a significant decrease in distribution. Facebook stressed that the majority of Pages will not be impacted by this change.