In January 2015, Facebook implemented an algorithm change that limits the number of promotional Page posts that show up in users’ News Feeds. Now, users see much fewer ‘like my product’ announcements, promotions, or sweepstakes. The algorithm change also targets brand posts that “reuse the exact same content for ads.”
Changes like these have created a rumor that organic reach is dead. Like many things in marketing, there’s more to the story—much more. Organic reach isn’t ‘dead’ per se; it’s simply shifting with algorithm changes that draw clearer distinctions between ads and socially-driven content. Small businesses can still use Facebook to build brand awareness and generate organic reach. The tactics will just need more creativity than a simple ‘check out our product or service’ status update.
Think about Facebook’s changes from a ‘glass half full’ perspective, instead. As Kurt Wagner of Re/code points out, these changes will ultimately yield a better News Feed experience.
If the News Feed becomes a giant ad, Facebook users will likely stop engaging with it—which will hurt your business’s marketing strategy anyway. By implementing these algorithm changes, Facebook reduces the very real possibility of ‘banner blindness’—the well-established theory that people avoid engaging with things that look like ads.
Long story short, Facebook’s recent algorithm does introduce new constraints—but these constraints have the potential to foster creativity. Small businesses can achieve success on Facebook by becoming more conversation-oriented.

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