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Since 2014, many business have seen a decline in fans viewing and interacting with their organic posts, and overall organic reach on Facebook. Subsequently, Facebook’s audience targeting options have significantly changed the access brands have to their desired customers.
On 1/11/18, Facebook made an important announcement about large changes to how the News Feed will work in the future and how its success will be measured. They will now focus on helping users have more meaningful social interactions (through more content from their friends and personal connections) and will move away from helping users find relevant content (from anyone including organizations). To quote Mark Zuckerberg from his announcement on this subject “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”