“Those who tell the stories rule the world.” – Hopi Native American proverb (apocryphal)
When Facebook announced the latest changes to its news feed in January, its intention was clear: to reduce further the amount of content users see from brands and publishers, particularly what it deems low-quality “engagement bait.”
Across the industry, this latest update has been interpreted as the final nail in the coffin of organic reach. Strategies can no longer rely on short, snackable pieces of content that only seek to momentarily pause people’s attention while they scroll through their feeds. Building your audience wholly (or mostly) through rented social sites isn’t going to produce sustainable results anymore.
