Instagram and Facebook – prepare for changes

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In April and May of 2019, Facebook announced its new initiative to managing content with a focus on updating algorithms over the summer of 2019. With 2.27 billion users and 75% log in daily – Facebook and Instagram should be a critical part of any marketing strategy.

With changes coming, now is the best time to put best practices into play. Here’s some of our tips and insights to help you plan…

May 2019 changes to InstagramInstagram Heart

  1. Reduced discoverability for Instagram accounts. You can’t just rely on hashtags now for your account to be discovered – you’ll need interaction from posts to increase your discoverability
  2. Instagram are currently testing removing the likes from your posts. As an Admin to your business Instagram account you’ll continue to see the likes to your posts, but your followers will not.
  3. Prioritise content based on what it thinks users wants to see. Instagram is starting to prioritise what they believe people will want to see/read so ensure your content is relevant and accurate.

Three most important changes for Facebook Business Pages

  1. Things to consider for Facebook changes

    Newsfeed Testing. Facebook is in the process of testing newsfeeds where it combines stories and posts into one newsfeed. This is likely to result in further reduction in organic reach for business pages.

  2. *Click-Gap Data. This deprioritises pages with poor clicks and is reliant on user feedback when determining the newsfeed priority.
  3. Click Gap Signal – deprioritises posts with a disproportionate share of click from Facebook and Instagram compared to the site’s overall popularity.

Why is this important?

  • Very little traffic comes from organic search, PPC and links from other sites
  • This mean overall decline in your organic reach

Quick tip: What is Click-Gap?

Click-Gap looks for domains with a disproportionate number of outbound Facebook clicks compared to their place in the web graph. This can be a sign that the domain is succeeding on News Feed in a way that doesn’t reflect the authority they’ve built outside it and is producing low-quality content.

Do I need to have a Business presence on Facebook and Instagram?

The short and quick answer to that is yes! It gives you credibility. Potential customers will check out your Facebook and Instagram pages before they visit your website as they’ll want to see that:

  • You’re open
  • You have an updated profile
  • You’re posting regular and engaging content.

60% of consumers – visit your Facebook page before visiting your brick-and-mortar location or website.

80% of consumers – are more inclined to purchase from you if they find a credible, authentic Facebook page associated with your business.

62% of consumers – say Facebook is THE MOST IMPORTANT AND USEFUL social media channel to research small businesses.

Organic reach today

Of your followers to your business Facebook page it’s estimated that 1.6-2% (maximum) are seeing your posts in their newsfeed.

“We roll this out, you’ll see less public content like organic posts from businesses, brands and media. And the public content you do see will be held to the same standard to encourage meaningful interactions.” Mark Zuckerberg.

Top Tip: Don’t be tempted to boost.

Boosting your content has a very low conversation value because it does not target users most likely to purchase, it just targets any user online at the time.

How to increase your organic reach without paying

Focus Meaningful Interactions

“Pages creating posts that people generally don’t interact or comment on will see the biggest decreases in Reach” Zuckerberg.

The more meaningful the interactions you receive on your content, the increased credibility your posts will get and will see them placed higher in newsfeeds. You can achieve this by:

  • ‘Reactions’ more valued than ‘likes’
  • Comments and shares
  • Engagement with shared content
  • Replies to comments
  • Links shared via Messenger

Top tip: Video content

Video is ranked highly for Instagram and Facebook and will get more organic reach.

Things to avoid:

Things to avoid

Top tips on what to avoid…

Three tips below on things to avoid when publishing content that will help improve your organic reach.

  • Posts with call to actions – e.g. click here
  • Enter posts for promotions giveaways
  • Links to outbound content

Trust us – Facebook doesn’t like to see any of the above, so be clever with your content. Tick Facebook’s boxes and hopefully you’ll see more engagement on your content.


What do these updates mean? It means you can no longer rely on organic reach to attract new customers or engage existing customers. In Preparing for Change… Part 2 we’ll share insight into the 5 steps to success and how a marketing funnel will pull virtual strangers into your business through advertising.