Facebook has made a tweak to its EdgeRank formula which now places posts from pages into feeds which have high engagement. Previously it placed posts from any Page the user liked, but now it gives priority to Posts form Pages that have high engagement.
In plain English basically if a post has lots likes and comments it will be shown more than posts that don’t have lots of likes and comments. This is a logical move by Facebook as they try to show to their users more relevant and engaging content in an effort to keep them on the platform longer.
But it’s not being seen like this by Small Businesses who see it as a way for Facebook to give brands more incentive to spend on the Promoted Posts advertising feature. In general a Promoted Post will achieve more engagement as its shown to more users so the side effect of a promoted post is that it will now also go more viral.
Unfortunately this means smaller businesses with lower budgets will suffer, as they won’t be able to afford the investment needed to promote posts and have them compete with larger brands.
Now this is all very speculative because it’s yet to be proven that this is how it will actually function. The intention of the change from Facebook was to reward Pages which are posting quality, engaging content by giving them higher rankings in users feeds, which is a positive thing.
In my opinion this will force Page Owners to really engage with their users, post higher quality content and improve the value they are giving to users. All which are great things for Facebook and the users of Facebook. While a few companies will take advantage of the change and use promoted posts to make their updates viral it should only be a few companies.
The major outcome from the change is positive for users, an incentive for Page owners to do the right thing and a strong foundation for the future of Facebook.