Facebook is making a three part update to their newsfeed algorithm that may affect traffic referral from your brand pages.
The update gives a higher priority to posts from a users friends than from pages. This means that the follower base you worked so hard to build is yet again growing further from your reach (organically at least).
Facebook describes the newsfeed update:
The second update tries to ensure that content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it. If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed. This update tries to make the balance of content the right one for each individual person.
Viral reach of your brands posts that do make it through to your followers may also be affected.
Lastly, many people have told us they don’t enjoy seeing stories about their friends liking or commenting on a post. This update will make these stories appear lower down in News Feed or not at all, so you are more likely to see the stuff you care about directly from friends and the pages you have liked.
This is especially bad news if you’re a publisher than relies on Facebook for incoming traffic. In November 2014, Facebook drove over 85% of social media-sourced traffic and accounted for over 1/5th of total incoming traffic for a selection of top websites by Define Media.
How can you make sure your content is being seen by your followers?
After past updates, Facebook has advised page owners to use sponsored posts to reach their audiences. In other words, fire up that credit card.