Since early this year, Facebook has been getting a lot of flak for scaling back the organic reach of brand pages. Much like other marketers, I went through phases of frustration and anger, however I was optimistic that Facebook has some good reasons for limiting the amount of people a brand page could reach through its posts. Much to my delight, they finally came clean about why organic reach has declined and what it means for marketers and users alike.
Explosion of Content Creation
Everyone and their mother (literally) have a Facebook account. This means that everyone and their mother can create content whenever they want. There is an insane amount of content constantly being pumped out and there has to be some way to manage it. Along with the amount of content creators increasing, mobile technology has made sharing easier than ever. With one tap of the smart phone, users can share content from anywhere. On average, there are about 1,500 stories that could appear in a user's News Feed every time they log in. Users with a lot of connections could actually have as many as 15,000 potential stories any time. To combat this overwhelming amount of content, the News Feed algorithm sorts content by what is the most relevant for its intended user. This means that of the over 1,500 potential stories a person might see when they log in, Facebook only shows them roughly 300. This makes content consumption more enjoyable and creates a better overall user experience. A good user experience keeps people spending time on Facebook and keeps social media marketers employed.