Facebook CEO, Mark Zuckerberg, has recently announced that major changes are going to be implemented to the Facebook newsfeed algorithm. Content that sparks conversations among family and friends is going to be prioritised, meaning posts from businesses and brands are going to be pushed down the rankings. Facebook has acknowledged that organisations on Facebook may see the popularity of their posts decrease as a result of the changes, but is there anything you can do as a business to prevent this from happening? We take a look further…
In many ways, Facebook is trying to go back to its roots of focussing fully on the social element between family and friends – it is a social media platform after all! In his statement, Zuckerberg said “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“. When using the platform for personal use, this may be a welcomed change for many, but it is clear that this change is going to have a huge impact on businesses using the platform for social media marketing purposes.
Over the past few years, Facebook has increasingly become a ‘pay to play’ platform, and for businesses it may seem that this is going to be the final nail in the coffin. Any business already using Facebook to market themselves will know that organic reach is incredibly low – usually around 2% of page fans will see your content.
With this in mind, based on our experience and knowledge, we would suggest the following methods to maximise the impact as much as possible:
- Allocate a small budget towards Facebook advertising to boost content to a wider audience and combat the decrease in reach. Businesses can boost content from as little as £1 per day on Facebook, so it needn’t break the bank.
- Take time to look at your target audience, and make it as specific as possible. Giving credit where credit is due, Facebook have particularly sophisticated targeting when it comes to the audience you want to reach. They have built a comprehensive bank of knowledge on all users including behaviour, demographic and interest information which has enabled businesses to specifically target their ideal audience with content they are incredibly likely to enjoy. In turn, this considerably increases the ROI from Facebook campaigns.
- Content remains king, but when it comes to Facebook, people like to see videos, images, links, hashtags, emojis and everything in between. Anything that adds value to a post will increase the likelihood of people engaging with it, and in turn, will increase the visibility of that post to a wider audience. This new update wants to see content that sparks conversation, so by including relevant links and hashtags to current topics it could give your content the boost it needs.
- If you don’t mind mixing business with pleasure on social media, consider occasionally sharing your business posts onto your personal page; after all, friends can be referrers too!
- Posting at relevant times, such as just before or just after the working day when many are commuting, can increases chances of interaction and lead Facebook to prioritise your post in the news feed.
If you need support with optimising your Facebook activity and content to combat the algorithm changes, we have a team of social media experts waiting to take your call on 01925 963 651.