As of 5 December Facebook announced new changes that will lead to decreased posts organic reach to fans.
Previously it was stated that the page reach about 12% of fans however, page admins are currently facing decreased reach almost to 1%.
In an official release from Facebook, it was announced that :
People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,5001 possible stories we can show.
As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality.
As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well. The fans you have matter. In addition to being some of the most loyal customers, fans also make the advertising on Facebook even more effective.
As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality.
As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well. The fans you have matter. In addition to being some of the most loyal customers, fans also make the advertising on Facebook even more effective.
As it says it is so obvious that this change is to encourage admins to get out some money for their pages, which made many admins specially small business owners disappointed, as now business owners have to pay money to get likes and even pay more to reach their fans, it is really frustratind to depend on a Facebook fan page instead of news letter or so to give your audience an update.
Many social analysts think that this change might have a negative impact on Facebook on the long run, as more business owners will try other social media services as Google plus for example, which give the ability to send e-mails to circles, even making updates more reachable.
Some months ago Facebook made a similar change which was taken back after sometime.
There is now a very important question, why should Facebook control what a fan see, if he already liking a page, he wants to see its updates, is that legal? a controversy that might get into courts.
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