Editors who have been running Facebook fan groups for a long time have recently discovered that the reach of fan groups seems to have increased, and the peak period of reach has also been lengthened. This has eliminated the bad impressions of “Facebook is demanding money (there is no advertising and no reach)” and “Facebook is only used by the elderly.”
What changes has Facebook made recently to increase the number of fan page views (number of people reached)? Why does Facebook want to increase the natural reach of fan page posts? Here is an analysis:
1. What changes has Facebook made recently to increase the number of fan page views (number of people reached)?
According to a survey by GWI, Taiwanese people have about 6.5 different social media platforms on average, of which LINE and Facebook have a usage rate of more than 90%, making them the top two social media platforms in Taiwan. However, as young users in Taiwan increasingly prefer emerging social platforms such as TikTok, Xiaohongshu and Dcard, LINE and Facebook are often ridiculed as social software “used only by the elderly”.
Compared with LINE, which has gradually moved towards the Super App direction through a strong ecosystem, Facebook has undergone many transformations in recent years (such as Metaverse…). Although it is still favored by most business companies, due to its past practice of constantly modifying the algorithm and significantly reducing the natural reach of posts in order to earn more advertising fees, Facebook’s business value has been increasingly questioned, and a lot of advertising budgets have been diverted to many emerging audio and video platforms. Many young people even think that Facebook has “too many spam ads, and the algorithm has changed”, “too many ads, don’t dare to leave random messages”, “too many ads, and a high proportion of fraudulent ads”, “FB has too many cyber warriors and fake accounts are a big problem”… and they are getting farther and farther away from it.
However, Facebook has quietly fine-tuned its LOGO recently, emphasizing that it will more confidently express Facebook’s core blue color, and has begun to learn from the advantages of other companies and implement some new measures in an attempt to regain its position as the leader in the most active users.
What measures has Facebook taken? The following are the moderator’s observations:
A.AI adjusts the algorithm and removes the original restriction mechanism:
In the past, in order to allow fan fans to invest in advertising, Facebook used algorithm adjustments to significantly reduce the reach of non-paid posts, resulting in many fan groups with high numbers becoming ineffective. The Facebook dynamic wall was filled with sensational headlines, advertising posts, and even fraudulent posts, which made people criticized. However, Facebook seems to have learned from Tik Tok recently, integrating the dynamic wall reach rate with AI algorithms, and more importantly, removing the upper limit of reach rate, so that users can see as many interesting posts as possible in the post. One post after another makes people unable to stop. No matter who the author of the post is or how many followers it has, it can be pushed hard so that more people can see it!
For example, the Facebook page ~ “Xiao Fengzi 3C Club” whose moderator only has 53,000 fans has reached an astonishing number of people since September. Two interesting posts shared by netizens actually had a maximum of 17,000 shares and reached nearly 7 million people. This shows the power of viral marketing after Facebook removed the reach blocking limit.
B. Recommendation and tracking mechanism for you:
Recently, a large number of “recommended for you” content has appeared on Facebook’s dynamic wall. According to statistics, it has quietly accounted for 20% to 50% of all posts, becoming the highest source of posts besides posts from friends, family and celebrities. “Recommended for You” content is tailored by Facebook based on content that may be relevant to users, and will be affected by factors such as previous Facebook updates. Suggested content may be videos, photos or articles from fan pages and communities that the user does not follow. These suggested posts are not paid for promotion. In the past, the reach rate of social posts has always peaked at the moment of publication and then gradually disappeared. The effective reach period was usually only 1 to 2 days. The “Recommended for You” method of additionally feeding new content through the AI system makes posts more powerful and allows posts approved by Facebook AI to gain more and longer reach.Number of people.
In addition, more [Follow] buttons appear in posts or comments, making it easier for users to follow interested people or fan pages, making it easier to attract popularity.
Due to the influence, if the fan post can be approved by Facebook, even if it is directly posted to the web address that Facebook hated in the past, it can get a good reach.
C. Up to four clones will be opened:
Facebook officially announced the launch of the new “Multiple Personal Profiles” feature, following IG’s approach of opening clone accounts, allowing Facebook users to create other clone profiles under their current Facebook account without new registration, and supports up to 4. With the clone account function, you can freely name it, specify which friends and groups to communicate with, and control who can see the posts of the clone account. Just click on the menu and you can switch to the clone account with one click without logging out of the main account. The Facebook clone account function will be gradually opened to qualified adult users in the next few months, and Messenger instant messaging functions will also be added in the future. Some Facebook functions, such as dating, market, professional mode and payment, will not be available for use by clone accounts initially.
The purpose of Facebook’s opening of clone accounts is to hope that users can stay on Facebook longer and separate personal, professional and community relationships. They do not have to worry about the troubles caused by real-name messages, and can more easily manage, share and see the content in every part of their lives. Although opening avatar accounts will raise concerns about online security, especially for young users and female users, opening avatar accounts has been in practice on IG for many years, and the benefits outweigh the disadvantages. Since most of the users who will set up clone accounts are active users, it is foreseeable that Facebook’s active users will increase significantly after the opening, which will be a big plus for the increase in reach!
2. Why does Facebook want to increase the organic reach of Fensi Page posts?
In the business mechanism, the flow of people (traffic) is the flow of money. It is an unchanging and hard truth. In the past, in order to increase advertising revenue, Facebook continued to reduce the natural reach of posts through algorithm changes, flooding users’ dynamic walls with many paid spam ads. Although the number of users remained high, active users continued to lose. The effectiveness of business users’ posts has declined, coupled with the rise of new video and audio social platforms, Facebook, which has abandoned its martial arts skills, is facing threats from internal and external troubles.
TikTok, which emerged as a short video application, has recently established a new e-commerce platform in the form of TikTok Shop, allowing stores, brands and creators to display and sell their products to users through this platform. The current results are quite satisfactory, becoming one of the successful examples of popular and well-known social platforms transforming into e-commerce. It can be seen that traffic can be monetized and is not a mirage.
Faced with a formidable enemy and with the evolution of AI technology, Facebook finally woke up and adopted a method that could defeat the enemy’s mistakes and used a number of measures to bring back active users. It also made the Facebook fan page, which had been tasteless and abandoned, come back to life. (Although the dog may not change from eating shit, the algorithm may change again after a while). For Facebook fans, there is no need to cry now. Roll up your sleeves and carefully create attractive posts to rekindle the golden brand of Facebook fans!
Source: KOCPC Chinese