Earlier this month, marketers were shocked to learn that Facebook would be making more major changes to its News Feed, effectively bringing brand and publisher organic reach to zero by prioritizing high engagement content from family, friends and groups.

In a formal statement posted on his own Facebook page, Mark Zuckerberg said:

“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

“But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. … Based on this, we’re making a major change to how we build Facebook.”

While the announcement seemed to be the final nail in the organic News Feed coffin, the death of organic reach on Facebook has been a long time coming. Back in April 2015, Facebook announced it was updating News Feeds to strike a better balance between friends, public figures, publishers, businesses and community organizations. Then in late June 2016, Facebook said it would be making further refinements to ensure users don’t miss updates from their friends and families.

Now, after an intense year of political and social upheaval — not to mention the emergence of the fake news engine and the Russian advertising scandal — it’s no surprise that Facebook is re-examining things yet again.

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