Social Media

How Facebook is pushing businesses into the arms of Google+


(Social Media) Facebook has made changes to their algorithm, but most businesses still have no idea why their Page is failing, and how Facebook could be positioning G+ to win.

Facebook is changing their algorithm

Last month, Facebook announced changes to their algorithm in what they called an effort to improve news feeds, surfacing “higher quality” content to users that they are more likely to click on based on their current behavior on the site.

This means that meme photos will be diminished in value along with overly shared links, as Facebook deems those to be lower in quality, and they will begin promoting news articles to users, stating that their research shows people enjoy coming across them more than they do pictures of landscapes with inspirational quotes, or shots of cats with silly phrases. They will begin displaying “relevant” articles underneath links in the news feed that readers have recently opened, with the idea that this will expose them to something else of interest.

But the truly important part: organic reach

Facebook also admitted that organic reach of Pages is dropping, so even though 6,500 people have indicated that they like your company and want to receive your updates on their news feed, the social media giant is surfacing Page content in news feeds less so they can charge for you to reach the customers you’ve already won over as fans.

They blatantly stated last month that that paid advertising is the best way to increase visibility, noting, “As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well.”

Some took this as a confession from Facebook that they are reducing the organic reach of Facebook page posts so they can suck money out of companies in the form of advertising, while others assert it is not a conscious effort, rather an acknowledgement that Facebook is getting noisier and to cut through the noise, brands must be engaging and may have to pony up to increase visibility.

Facebook says they expect this trend to continue, and we’ve seen it first hand in our own pages, regardless of the type of content shared. The video above is one of the best explanations of why this is a crock, and why we think that Facebook could be pushing business users straight into the arms of Google+.



  1. Matt

    January 16, 2014 at 10:25 am

    Yeah, it sucks to spend a lot of time and money building a fan base and having to pay to reach them. But… The reach that page posts get is extremely dependent on the engagement level of the people who have viewed it. If it is getting liked or commented on a lot it will reach a much higher percentage of your followers. For example if make a post that’s not very engaging and gets only a handful of likes it will be displayed to only about 10% of my followers or less. If I make one that is engaging and is being liked by a large number of the followers that viewed it (5%+ of all viewers) and is receiving comments, it will reach nearly the entire available page audience.

  2. Erin Round

    January 16, 2014 at 2:21 pm

    Thanks for the vid! it put all of my scattered thoughts into a nice video package 🙂 I work in real estate and keep telling new agents [and seasoned ones!] start using Google+, build yourself up which goes without saying for YouTube, Gmail, etc.. I don’t think anyone is too shocked with the direction FB has gone.

  3. Maris Munkevics

    January 17, 2014 at 1:41 am

    Facebook is pushing business pages into arms of Google+, however, Facebook still need to think how to push personal users towards Google. When this happens, the circle will be completed, lol.

  4. Leaf Mother

    May 13, 2016 at 9:39 pm

    Actually all G+ needs to do is absolutely nothing, and eventually they will get most of Facebook’s SME market, which in turn will lead to these businesses promoting their G+ pages and thus attracting ordinary users to G+, and the migration will happen. Facebook’s greed will be their undoing. If G+ however implements a similar system of “double dipping” (akin to Fb making you pay for page likes, and then yet again to reach those likes), then G+ will be throwing away this potential migration to its platform.

    Whilst it might seem common sense for G+ to do nothing, let’s remember that big corporates make mind numbingly bewildering decisions all the time. Just look at how FB still hasn’t backtracked on its double dipping – to any outsider we can see from a million miles away this will backfire, and yet they can’t. If G+ doesn’t implement too many new “exciting changes” it will flourish. They just have to sit by now and wait.

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