Starting in 2015, Facebook will reduce visibility of "overly promotional" organic posts from Pages that:

• Push product sales or app installs
• Promote contests/sweepstakes without context
• Reuse exact ad content

This change means businesses will likely need to pay for promotional content to reach their audience. Facebook claims this is in response to user feedback about too many promotional organic posts.

A related policy from November 5th also prohibits Pages from offering incentives in exchange for likes or shares.

Key considerations:

• Facebook remains one of the most effective promotional platforms despite reduced organic reach
• Success requires focusing on valuable content over hard selling
• Building authentic relationships with fans is crucial
• Alternative platforms like Twitter and Instagram are growing in importance, especially for younger audiences
• The best strategy is typically a mix of organic engagement and strategic paid promotion

For optimal results, brands should:

• Create high-quality, engaging content
• Build genuine connections with followers
• Use paid promotion selectively and strategically
• Maintain presence across multiple platforms
• Focus on providing value before selling

The changes aim to improve user experience but require brands to be more strategic in their social media approach.

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