Facebook redesigns biz Pages for utility as feed reach declines

by admin August 7, 2018 at 3:15 am

An unescapable fact of Facebook’s ubiquity is that as more Pages and people compete for limited News Feed attention, the percentage of a business’ followers who see their posts declines. Reach dropped 52 percent in just the first half of 2016, for example. Some admins consider it a conspiracy to get Pages to pay for ads boosting their posts, exacerbated by poor communication from Facebook and it telling businesses to work or advertise to get more followers that they now can’t reliably access via feed. But in reality, it’s a natural side effect of increased supply paired with plateauing demand.

That’s why Facebook is trying to redefine business Pages not as just a mouthpiece for marketing through News Feed, but a destination for customers. Today, Facebook is redesigning the Pages of the 80 million small businesses on its platform and the 1.6 billion people connected to them.

First, Pages will emphasize utility related to the business, like a “make appointment” or call option for salons, and reservations and menus for restaurants. The recommendations users can give friends through Facebook’s special News Feed post format triggered when people ask for suggestions will now appear on a business’ Page too. To improve the quality of reviews left on Pages, there’s now a 25 character minimum.