In January 2015, Facebook will be making significant changes to the way its news feed works. These changes will affect the way marketers reach users who “like” their brand’s page. The goal of Facebook’s news feed “has always been to show people the things they want to see. When people see content that’s relevant to them, they’re more likely to be engaged.”

Because more companies have created Facebook pages, the platform has had to adjust so that its users are not bombarded by promotional posts. So Facebook is tweaking its algorithm to “punish” news feed posts it deems too promotional. Some of the “consistent traits” of these promotional posts include:

    • Posts that solely push people to buy a product or install an app.
    • Posts that push people to enter promotions and sweepstakes with no real context.
    • Posts that consist of recycled ad content.

The new algorithm will favor organic posts that receive high engagement, as well as paid ads. Facebook advertising has its many benefits, because you can pinpoint your audience so specifically. Keep your ad content intriguing and relevant to your niche audience and you will see success.

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Amy McIlwain is a professional speaker on social media and President of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website www.financialsocialmedia.com and on Facebook, LinkedIn and Twitter.