It’s not news, that Facebook continually makes changes to the algorithm, which ranks posts in a user’s News Feed. However, their most recent “adjustment” has reduced the exposure for musicians and music marketers.
Personal Posts from “the friends you care about,” which include status updates, gifs, videos, photos, and links, will now appear much higher in the rankings than Page Posts. Since most bands, musicians, record labels and other digital marketing efforts from the music industry are Facebook pages, this means those posts will appear much farther down the line on a News Feed.
Facebook realizes that this will impact the Pages listed on their site and offered this advice:
“…we anticipate that this update may cause reach and referral traffic to decline for some Pages. The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends.“
The last line of their advice is what musicians should really pay attention to in regards to keeping their content relevant. According to Dan Brotman, FutureMusic’s Editor-At-Large, “since Facebook thrives on sharing, bands, labels and independent artists should do whatever they can to create bite-sized visual content that aims to strike an emotional response in viewers.”