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How to anticipate the future drop in traffic announced by Facebook for company pages?

Have you read the giant Facebook's latest note entitled" helping make sure you don't miss stories from friends » ?

This little article seems to have gone unnoticed by the general public, but the community managers have noticed it and it makes them furious.

What exactly is the situation?

In summary, while the reach of Facebook pages continues to decline in recent years, Mr. Zuckerberg's social network has announced that it will continue along this path, particularly with regard to the Company pages.

Is it time for a new modification of the algorithm?

It would seem so, since Facebook is trying to return to its original values, which are to maximize the presence of friends in the news feed.

Understanding the drop in traffic on Facebook

When we talk about Facebook reach, we usually mean the ability of a brand or company to reach its fans when it publishes an article or performs an organic post, i.e. there is no connotation of advertising buying.

For example, a Facebook reach rate of 10% indicates that 1 in 10 company fans are potentially able to see the company's publication on their news feed.

At present, this rate is already reported to be less than 8.

Facebook pages for companies will experience the same drop in traffic and it is the pages that share links that will be particularly affected by this update.

The goal is always the same: to ensure that the users can see their friends' publications firsts.

What impact does this have on company pages?

This is a first for Facebook as it clearly announces that the Company pages will also be impacted by this drop in traffic.

Facebook believes that corporate pages that do not sponsor their publications will have a double decrease, namely organic reach and traffic.

But the web giant is trying to qualify his comments: everything will depend on the type of page audience.

Indeed, a page with the majority of its traffic through publication sharing in the users' news feed will be less impacted than a page with traffic only by its subscribers.

In short, Facebook encourages community managers to publish content that their audience will be able to share and not just bring a simple "I love".

How can we anticipate this drop in traffic?

Facebook considers that "like-baiting" (encouraging people to click on the "I like" button) is on average less relevant than a simple publication collecting comments and sharing.

To do this, Facebook inevitably seeks to reduce companies' footprint to better encourage them to use paid advertising to get the reach they need.

To counter the decline in visibility and traffic, there is a clear path: companies must opt for advertising purchase.

Even if the question of the quality of the "I like" relationship obtained and the cost arises with paid advertising, the fact remains that the natural acquisition of fans through organic reach gives more chances to get quality users.

However, it is important to be vigilant because users obtained through Facebook advertising campaigns seem different from normal social network users.

This raises the question of where they come from.

Another problem for companies and Facebook is the arrival of ad blockers: in recent months, blockers such as Purify, Peace or Crystal have been used to block advertising on smartphones and tablets.

Which solution should be recommended?

Do companies still need to engage in communication and marketing campaigns on the world's number one social network?

The question seems to be written into the question, doesn't it?

Indeed, the question of whether or not it is necessary for a company to be present on Facebook does not arise because the social network remains essential, it remains essential for any marketing strategy (more information) and quality communication.

But now, companies know one thing, you shouldn't (or no longer) put all your eggs in the same basket.

Communication strategies will have to be considered on a case-by-case basis, taking into account the different possible media such as organic Facebook, paid Facebook with its advertising, the Google search engine, Google Adwordsetc.).

Facebook alone will no longer be enough, we will have to work on the multi-channel aspect and adapt the content of an advertising campaign with the most appropriate media.

Even if many companies and brands start by criticizing Facebook for its limited reach and falling traffic, the fact remains that Facebook is "the place to be" to generate a large amount of traffic to a website.

à propos de l'auteur.e : Swann Le Moigne

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