More bad news from Facebook – the social media giant promised to start penalising organic posts by brands containing more or less direct promotional messages like:
- 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
We are not talking about adverts here – these are still ok but if you decide to use your ad copy in an organic posts – beware!
Facebook warns you in advance – brands that choose to post promotional content “should expect their organic distribution to fall significantly over time.”
The decision made was based on a survey intended to find out what people really want and don’t want to see in their news feed. “Our goal with News Feed has always been to show people the things they want to see. When people see content that’s relevant to them, they’re more likely to be engaged with News Feed, including stories from businesses. That’s why we often look to people on Facebook to tell us how we can improve. As part of an ongoing survey, we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content. We dug further into the data to better understand this feedback. What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads”.
This can be a good news for many Facebook users but not such a great one for online marketers and brands.
Facebook graciously gives us a couple of examples of organic promotional posts that are out of favour from the beginning of next year.