News Feed FYI: Reducing Overly Promotional Page Posts in News Feed
One of the main reasons people go to Facebook is to see what’s happening in their News Feeds. FB goal with News Feed has always been to show people the things they want to see. That’s why they often look to people on Facebook to tell them how we can improve. As part of an ongoing survey they asked hundreds of thousands of people how they feel about the content in their News Feeds. People told them they wanted to see more stories from friends and Pages they care about, and less promotional content.
They dug further into the data to better understand this feedback. What FB discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive but it actually makes sense: News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now they’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.
According to people FB surveyed, there are some consistent traits that make organic posts feel too promotional:
1. Posts that solely push people to buy a product or install an app
2. Posts that push people to enter promotions and sweepstakes with no real context
3. Posts that reuse the exact same content from ads
Example of these types of Page posts:
Fewer Promotional Page Posts
Beginning in January 2015, people will see less of this type of content in their News Feeds.As FB said before, News Feed is already a competitive place – as more people and Pages are posting content, competition to appear in News Feed has increased. All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.
This change will not increase the number of ads people see in their News Feeds. The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feeds. This change is about giving people the best Facebook experience possible and being responsive to what they have told FB. While Pages that post a lot of the content we mention above will see a significant decrease in distribution, the majority of Pages will not be impacted by this change.