Factors that Affect Your Brand’s Visibility on Facebook
Just because someone becomes a fan of your Facebook Page doesn’t mean that she’s seeing your Page content in her News Feed. This fact bears repeating: Someone who becomes a fan of your Page doesn’t automatically see your Page content in her News Feed.
A sneaker company that attracts new fans in exchange for a 20 percent discount but fails to post updates that are interesting and engaging to fans will find a hard time nurturing and growing a vibrant fan base. Its Page updates will slowly disappear from its fans’ News Feeds because of the Facebook News Feed algorithm.
The News Feed algorithm is what Facebook uses to determine how content ranks within a user’s News Feed. In general, updates that aren’t interesting or useful to Facebook users likely won’t appear in their News Feeds.
To determine whether a Page post shows up in the News Feed, Facebook’s algorithm considers five main factors:
Whether you’ve interacted with a Page’s posts before: If you like every post by a Page that Facebook shows you, Facebook shows you more posts from that Page.
Other people’s reactions: If everyone else on Facebook ignores a post or complains about it, the post is less likely to show up in your News Feed. Conversely, if a post has an extraordinarily high rate of engagement, Facebook pushes that update to more of your Facebook Page fans.
Your interaction with previous posts of the same type: If you always like photos, there’s a better chance that you’ll see a photo posted by a Page.
Complaints: If that specific post has received complaints from other users who saw it, or if the Page that posted it received lots of complaints in the past, you’ll be less likely to see that post.
Click-baiting: Click-baiting occurs when a link is posted with vague or sensationalistic headlines that encourage people to click without telling them what they’ll see when they reach the advertised page. These updates get lots of clicks, pushing them higher in News Feed. Here’s an example: “OMG, you will not believe how this girl handles bullying.”
The bottom line is that Facebook wants to make the News Feed useful to Facebook users so that they keep coming back. Return visits mean more advertising revenue for Facebook (its ultimate bottom line).