How the Facebook Algorithm Changes Impact Businesses 2018

January 17, 2018
By   Jen McDonnell
Category   Social Media

This blog post is part of a 4-part series:

Also, you can download our FREE guide to Facebook’s algorithm change

As discussed in an earlier blog post, Facebook recently announced an algorithm change which will prioritize posts from family and friends in the news feed, and de-emphasis brand posts with few comments, further hindering business pages’ organic reach.

According to Facebook, this change will have no direct impact on how advertising works, as it is a separate system with its own algorithm. This means the reach and effectiveness of video ads and other ad units will not be directly impacted by the News Feed updates. Any campaigns that are currently underway or planned should not be impacted.

Although companies will still be able to reach people via advertising, we at Reshift are advising our clients to expect the cost of advertising to increase. Facebook advertising has historically been a cost-effective way to reach a very targeted audience when compared to other advertising methods, however, with organic reach being greatly reduced we expect brands to increase their advertising spend, which will undoubtedly have an inflationary effect on cost. The degree of the impact won’t be known for several months, but we are recommending that our clients be prepared for a 35-45% increase in cost in the short-term, depending on the level of competition in their particular industry.

This blog post is part of a 4-part series. Keep reading:

Also, you can download our FREE guide to Facebook’s algorithm change


algorithm Facebook Facebook Advertising news feed


Jen McDonnell

Jen is the Vice President of Content and Social Media at Reshift Media, where she manages a team responsible for the social strategies for several national and international brands. She has a strong content background, having previously worked in online journalism for 10 years. Her articles have been published in the National Post, the Ottawa Citizen, the Vancouver Province, the Calgary Herald, Flare, and more.

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