Why Are My Facebook Page's Posts Getting Bundled Together? [Updated]

It's your fault. You've 'liked' too many pages, and now Facebook has to do something about it. Sure you might be following 50+ pages on Facebook, but do you really interact with all of them? You don't. And Facebook knows it.

That's why Facebook has rolled out a site-wide change that causes some users to see posts by pages 'bundled' or 'collapsed' together. Here's the logic. Whether or not the stories collapse into a single update is completely dependent on user behavior. If you are engaging with a page's posts on a consistent basis, the stories will not collapse. If you have not been engaging with the page's posts within the News Feed on a regular basis, the stories will likely collapse for you. The difference is whether you are a passive fan or a die-hard fan.

Here's what the bundling looks like. Notice the 'posted 3 updates' at the top of the screenshot and the 'see all' at the bottom.

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This is another one of Facebook's attempts at surfacing the most relevant and valuable content to you in your feed, but here's the weird part: I don't think it's working well. Two of the pages I'm seeing 'bundled' are TechCrunch and the Baltimore Ravens. These are some of the pages I interact with the most, so I shouldn't be getting bundled posts from either one. Other pages I interact with frequently are XLR8R and This is Colossal, and I'm seeing both pages serve posts in the normal fashion. I'm sure after some minor tweaking Facebook will make this update work better. In theory I think this is a great idea for surfacing the best content in your News Feed, but I'm not sure that the execution is quite there yet.

When Page posts get bundled together they may be less visible and therefore get fewer real impressions and clicks which can be hard on businesses that depend on their Pages for sales or traffic. But if Facebook is showing the posts bundled rather than not at all, the update could actually help some Pages with lower engagement.