A Facebook Bug Is Affecting the Reach of Video Posts From Pages

Audience targeting is being added automatically

Facebook is reportedly working on a fix. Getty Images

Facebook page administrators have spent Tuesday dealing with a bug that is automatically adding audience targeting to their video posts, greatly diminishing their reach.

Several page admins alerted social media consultant Matt Navarra about the bug, and he shared the news via tweet.

Facebook had not responded to a request for comment at the time of this post, but one of Navarra’s followers said the social network was advising page admins to not post native video until the big was fixed, and a Facebook source told Navarra it is a known bug, affecting pages globally, and the company is working on a fix.

Other page admins suggested in replies to Navarra’s tweet that the audience targeting can be disabled via Facebook’s Creator portal.

Facebook’s push to encourage brands to emphasize videos has not been without its pitfalls, as a group of marketers who filed a class-action lawsuit against the social network in September 2016—claiming that watch times for paid video ads were overstated for more than one year—amended their filing last October to accuse Facebook of knowing about the issue as early as July 2015, citing internal company communications.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.