“We’re making a major change to how we build Facebook. 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.” – Mark Zuckerberg, CEO, Facebook
With the above statement, Mark Zuckerberg changed the marketing world and made every marketer to wonder what this means for their business and what they should do next.
This article looks into the changes that the new Facebook algorithm brings, mostly from the marketing perspective as businesses rely on marketing to interact with their customers. The measures that digital marketing specialists need to think about to continue using Facebook will also be covered.
What is new on Facebook?
Posts from family, friends, and groups now appear in the News Feed more than content from businesses, brands, and media. This approach favors personal interactions. The content that comes from the public profiles of companies and brands should focus on engagement and creating connections between people.
How does the Facebook algorithm change affect the marketing world?
The content that comes from brands will decrease and there will be less content from marketing and ads. As a result, your content will receive a limited organic reach.
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.” – Facebook
The main focus will be to create engagement on your page. This will be the main factor that will determine whether your page will appear on your audiences’ newsfeeds. It is important to create content that matters.
What can you do?
If your social media strategy for Facebook has been to focus on creating content that leads to engagement and drives conversations, then you don’t have to worry about your strategy being affected too much. There may be a small decrease in your organic reach.
Your main objective should be to create content that will encourage your audience to participate in a discussion about your topic. Focus on developing a story about your brand or product and use this to transmit a your value message. Without this engagement, your posts will lose their visibility.
Focus on creating more video content. Video content drives greater levels of engagement than a written post. You should use a combination of both video and written content and identify which one works better for you. In each case, be as authentic as you can.
Be sure to continuously engage with your audience. Don’t just present a product or brand, make sure you create a story around it.
“Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities.” – Facebook
You should create a community where people embrace similar interests. The likelihood that they will follow your posts. This is made possible by creating your own Facebook Group. Here you can share live videos, news, events, and whatever you think will make your audience follow and engage with your posts. This will increase your visibility as groups are prioritized on people’s news feeds.
Educate your audience regarding Facebook’s changes. Inform them of the News Feed setting that allows them to prioritize the pages with content that is of interest to them.
Make the most of what Facebook Ads has to offer as it is the most obvious tool at your disposal. A well-structured campaign and well-written content directed to your target audience alongside a paid Facebook Ad will promote your content and keep your audience engaged.
You shouldn’t be afraid of the algorithm change. Instead, you should be oriented to create content that brings your audience to you. Convince them to engage with you and become a part of your community by promoting your brand or product.