Is Facebook’s Publisher Favoritism Really Ruining Your Social Reach?

By: David Tile| Founer @
Posted On: May 28, 2015

Whether you’re a content marketing expert or simply surfing around on the web trying to find website social media content writers who will fit your needs, chances are you understand how important Facebook – and social media in general – is to the outreach process. However, some potentially seismic news on this front could drastically change your brand’s stance on this network going forward. With this in mind, let’s spend a few minutes talking about the sudden insistence of Facebook to play favorites with bigger publishers, as well as what type of effect this development could have on your ability to connect with followers from around the world.

Breaking down Facebook’s Big Shift

Before proclaiming that the sky is falling, it’s definitely worthwhile to step back and catch up on the particulars of this development if you’re not exactly familiar with what’s going on over at 1 Hacker Way. As PR Week’s Kim Davis explains, this whole story starts with Facebook seizing the headlines by making their social network the prime spot for these very same news offerings.

Essentially, for a healthy share of the ad revenue generated by these promoted stories, Facebook now provides prime on-screen real estate to the likes of BuzzFeed, National Geographic, and The New York Times. Davis goes on to note that this new take on promoted content has pushed a healthy chunk of traffic – in some cases a jump over previous levels of up to 40 percent – toward these big brand publishers.

Is This the End of the Content Marketing World?

Naturally, plenty of smaller brands view this new digital “favoritism” on Facebook’s part as a strong sign that social reach isn’t as easy to come by as it once was. While this seems logical at first glance, the truth of the matter is that not too much has changed in terms of your potential on this front.

Yes, the big name publishers do have access to prime promotional spots in consumer newsfeeds now; there’s no denying that this change does have at least some impact on the dynamics of this network. However, for many brands the path to success doesn’t require going toe-to-toe with these major news sources in the promotional section of the site anyways. Instead, placing a premium on smart outreach tactics and the promotion of the quality work generated by your website content writing services can ensure that there’s no drop off in terms of your ability to connect with the people that matter most.

Maintaining – and Improving – Your Brand’s Position

So now that you know that your social reach is still alive and well – despite the hysteria generated by Facebook’s latest move – it’s time to talk about what you need to do to maintain, and even improve, your brand’s positioning with its target audience. According to Cindy King of Social Media Examiner, it all starts with a willingness to explore new ground.

Are you worried about Facebook muddling the mixture with too many promotional posts? Then don’t be afraid to leverage Twitter, Pinterest, and any of the other powerful options out there. Facebook is the biggest name on the digital block, but that doesn’t mean that it’s your only option in terms of blog content promotion.

For those that stick with the leading social network, King goes on to point out the merit found in learning from the past to build a better future. By analyzing the successes and failures of your various posts, links, and other forms of outreach, you can learn what your audience likes and dislikes, thereby tailoring future offerings to these needs and desires. Regardless of which tactics you implement, at least now you know that as long as you’re willing to put in the time and effort, there’s nothing that can stop your brand – not even major moves by Facebook – from building a strong and vibrant following.