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Facebook Algorithm Changes Continue

In January, Facebook changed its algorithm to reduce the number of "text status updates" from Pages that appear in your news feed. The change forces brands to share images or videos with almost every post or risk drastically losing the reach they get.

While Facebook presents its algorithm changes as positive updates reflecting the interests of users, it's clear that brand Pages have been hurting as a result. The organic reach of brand Pages has dropped significantly in the last few months, even among 'viral content' brands like Upworthy (-50% Facebook referrals), Viral Nova (-62% Facebook referrals) and Distractify (-84% Facebook referrals) according to comScore.

An anonymous "source professionally familiar with Facebook's marketing strategy" told Valleywag that the social network was reducing Page reach to 1-2% of your audience per post in order to drive up advertising revenue. Whether or not this is true, brands absolutely need to keep up with algorithm changes when planning out their Facebook strategy moving forward, especially if they don't have the budget to buy Facebook ads.