Watch out, publishers: a nightmare scenario on Facebook may soon be a reality.
The social network last week officially launched its secondary news feed called Explore. The feed generally features posts from Facebook Pages users don’t follow. News Feed, meanwhile, hosts posts from friends and Pages users do follow.
But that’s not true for everyone. In six markets, Facebook has removed posts from Pages in the original News Feed and relegated them to another feed, Filip Struhárik, editor and social media manager at , wrote. That means Facebook’s main feed is no longer a free playing field for publishers. Instead, it’s a battlefield of “pay to play,” where publishers have to pony up the dough to get back into the News Feed.
That game could be over, creating a nightmare situation for publishers while Facebook hopes it leads to more advertising revenue.
Living off organic Facebook reach?
You’re in for a tough time
That free party is over.
News Feed in 2018 will be for paying guests only.
— Matt Navarra ⭐️ (@MattNavarra) October 21, 2017
For now, the setting is only available in Slovakia, Sri Lanka, Serbia, Bolivia, Guatemala, and Cambodia, according to Struhárik. A Facebook spokesperson told Struhárik it’s a test but declined to share information on the timing.