Facebook’s News Feed Changes Could Spell Trouble For Publishers

As if reaching your followers on Facebook isn’t already hard enough, it’s about to get a LOT worse. That’s right people, Zuckerberg dropped quite the bombshell on us, announcing that Facebook’s News Feed was getting an overhaul, with an emphasis on showing more content from your friends, and less from the brands that you follow.

Why? Zuck is using the threat of fake news as his motivation to “clean up” the feed, but in truth this is just another attempt to shake down brands and publishers for more money in order to get their content served.

I’ve been actively building a community of followers on Facebook for a brand I work with, and we’ve spent upwards of $1,500 on FB ads in order to get new followers. We currently have 38K followers, and while I’m relatively happy about the cost to do so (working out to roughly $0.04/follower), the bigger issue is that these new followers rarely see our content unless we “boost” the post. We’re talking about a 1% reach currently.

Boosting the posts (for $5-20) don’t make sense financially, as we still only reach a small fraction of our followers, and the ROI just isn’t there no matter how you slice it.

I’m honestly baffled by this decision (as is the market, which penalized Facebook’s stock heavily on the news), but Zuck seems to think he’s got it all figured out. All I can hope for is that major brands pull the plug on their FB ad campaigns, and see where that leaves Facebook. Sadly, I don’t think many of the BIG brands will do this, but I know many of us little guys have said enough’s enough, and to hell with Facebook.

To those of you sticking it out, good luck, because you’re going to need it!


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