When I first started my Facebook like page for my music, it may not have been the most popular but it had small engagements. Now, years later, it seem I can barely get Facebook to show my post to even 10% of the people who like my page unless it’s a popular meme. What happened? My theory has two premises.
The News Feed Filter
The first sign of the death of the like page was when Facebook turned the default setting of the news-feed from “Recent stories” to “Top Stories”, which filters your news feed. What happens is when you engage with someones post, Facebook sends more post from that person to your feed. Sounds good right? Well…it also works in reverse. When Facebook sends you post from someone and you don’t engage with it, post from those person slowly disappear, resulting in an echo chamber of similar/samey content. This resulted in like pages drastically losing reach and engagement because they were slowly being filtered out unintentionally. This problem is even more inflamed by like farms since they like random pages so when you post something they don’t engage causing you post to lose reach since the more people who engage with your post the more news feeds Facebook will place it in. (The Youtube Channel Veritasium explains this from a perspective of a more popular like page here)
Facebook Post Promotion System
Shortly after they changed the Facebook news feed, Facebook announced their new service. Paid Post promotion, in which you could pay Facebook to place your post prominently in people feed. This seemed fine on its own, but coupled with the news feed changes it’s a little more disingenuous. Essentially, Like pages were paying for the reach they originally got before the filter. These changes didn’t affect avid fans who would visit the like pages directly but hurt the more casual fans because it was slowly filtering it out their feed without them realizing it. Now Facebook like pages are great at engaging with loyal fans, but is counterproductive for trying to increase a new or casual fan of your page.
There’s my thoughts on the death of the Facebook Like Page. If you liked this post, check out my YouTube Channel where I post a video daily, usually a short theme I composed or the occasional tutorial. You should also check out my other post linked below my YouTube embed.