When it comes to business pages, Facebook has always had a tight fist over the operations. This time too, Facebook may crack down on business pages that use the \u2018Click-bait\u2019 approach for their organic posts. Yes, this means posts that may contain words like \u201cDownload NOW!\u201d, \u201cBuy it now!\u201d, and similar content that come across as spam marketing will be in the line of fire from Facebook.<\/p>\n
HOW DID THIS COME UP?<\/b>
\nWell, according to TechCrunch, a study of over thousands of users was found to disapprove of promotional content in the organic posts from the Pages they had liked. This is when Facebook decided to revise the rules for posts containing such annoying marketing tactics.<\/p>\n
HOW WILL IT AFFECT YOU?<\/b>
\nTo put it plainly and simply, your organic posts will fare well if they do not contain any promotional terms or aggressive marketing jargon. Simple, general, and posts that personally connect to your fans will be safe. In light of this, your organic traffic may drop a few notches as your post may not have the reach that paid posts have.<\/p>\n
HOW TO COUNTER IT?<\/b>
\nThis move by Facebook means that you may have to change your strategies and come up with more innovative ways to engage with your audience. The fall in organic reach is bound to drop but you can sustain it through non-paid posts that keep your audience loyal and interested in the page. Content that drives word-of-mouth or increases referrals to the page will be the key way to hook your audience and to keep the momentum going inspite of the drawback.<\/p>\n
Content that has reasonable context and a relatable message to the audience is the way to go now. Your organic post and ads will oviously have different communication terms to your audience.<\/p>\n
WHAT DOES FACEBOOK SAY?<\/b>
\nFacebook seems to have done a volte-face with this new rule. Few years back, Facebook started sponsored ads that would increase your reach to people interested in the particular business\/page field. However, this brought about competition for those who were unable to post ads. This further lead to these pages using promotional tactics to attract the audience\u2019s attention.<\/p>\n
Facebook has defined \u2018promotional posts\u2019 as:<\/b><\/p>\n Now, since the audience is irritated with such posts, Facebook has decided to reduce such posts from the audienc\u2019s timeline. Businesses have been directed to refer to Facebook\u2019s\u00a0Page publishing tips and best practices<\/a>\u00a0to appropriately utilize the functions.<\/p>\n There is no clear communication as of yet from Facebook as to \u2018how\u2019 or \u2018what\u2019 the penalty to brands using promotional content in their non-paid ads are. For now, one can venture a guess that the brands posts will just be shunted out of the audience\u2019s newsfeed.<\/p>\n HOW IS THIS GOOD?<\/b> The downside? Organic reach may plummet. On the brighter side, brands get to create meaningful content and build deeper bonds with their audience and increase their \u2018Likes\u2019 for Pages through real engagement.<\/p>\n WHEN WILL IT BE APPLIED?<\/b> THE WAY AHEAD<\/b>\n
\nFor one, Facebook has always seen that its users get maximum value. Through this measure, Facebook is actually helping brands\/business to bond with their audience in a more human way rather than a profit-sale-based method. Marketing is more than simply \u2018selling\u2019 isn\u2019t it? That\u2019s what Facebook is driving at and in a way it does make sense.<\/p>\n
\nThis new development is said to begin from January, 2015 onward.<\/p>\n
\nThis update has comet to the forefront now as many brands have either misunderstood or are flouting the point on \u2018promoting\u2019 posts by Facebook. Facebook in its\u00a0Page publishing tips and best practices<\/a>\u00a0has clearly mentioned in one of its points that you can Publicize exclusive discounts and promotions with ads. Those who are smart enough to read between the lines will see that Facebook meant that promotional content is to be reserved for \u2018ads\u2019 only and not organic posts that reflect on the audience\u2019s newsfeed.<\/p>\n