【Facebook 外電報導】為什麼 Facebook 粉絲專頁自然觸及率下降了？
Facebook 指出動態時報演算法的改變會造成專頁自然觸及率下降，這是因為在用戶動態時報上有越來越多的貼文彼此相互競爭所致．
社交網絡建議專頁管理員調整他們的策略，除了互動性貼文外也必須整合廣告．用戶分享與連結的比例比過往更甚，當他們造訪了自己的動態時報，他們可以看見的貼文數目平均為1500則，因此，每一則動態時報貼文彼此間的競爭程度提升了．因為動態時報上的內容隨時改變，越來越多用戶開始分享內容，因此，對於許多專頁而言，已經發現了自然觸及率下降的現象，Facebook 預測這樣的下降趨勢會持續，但他們會專注於檢視內容品質．
由於動態時報的動態改變是沿著用戶分享的形態而定，專頁管理者必須持續使用最有效的策略來觸及正確的用戶：結合互動性貼文與廣告來讓你的訊息散播更廣。廣告讓專頁可以觸及到既有粉絲，也可以找到新客戶．Facebook 也發現既有粉絲很重要，除了是最忠實的消費者外，粉絲也讓 Facebook 平台上的廣告形成更好的效益．
對於用戶而言，這也是一樁好事，因為企業主將更用心地去觸及並與他們之間進行互動．Facebook 指出會保持動態時報是有趣且夠即時的．
Why Your Facebook Page’s Organic Reach Will Decline
Queue the protests: Facebook warned page administrators that the changes to its News Feed algorithm it introduced earlier this week will likely cause lower organic reach, citing the number of posts competing for space in users’ News Feeds.
The social network urged page admins to adjust their strategies and incorporate both engagingpage posts and advertising, saying in a post on the Facebook for Business page:
People are connecting and sharing more than ever. On a given day, when someone visits News Feed, there are an average of 1,500 possible stories we can show.
As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, pages will likely see changes in distribution. For many pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality.
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. The fans you have matter. In addition to being some of the most loyal customers, fans also make the advertising on Facebook even more effective.
Ultimately, what’s good for people on Facebook is good for the businesses that use Facebook to reach and engage them. One of the ways we maintain a good balance between the two is by making sure News Feed is as interesting and timely as possible. We’ll continue to provide updates about how News Feed works, so stay tuned.
Readers: How will page admins react to this news?
Images courtesy of Shutterstock.
