If you manage a page on Facebook, you’re probably aware that Facebook’s algorithm is changing such that users will soon “see less public content like posts from businesses, brands, and media.”
Facebook noted that this move, which was based on research, is to encourage users to interact with (comment, liking, sharing) the content they do see and that resonates with them.
As a brand, business or publisher, the move to downplay your organic content can be a setback to your overall marketing strategy, but don’t throw in the towel on Facebook just yet! We compiled some tips for how you can help your content stand out amidst the changes.
Be Engaging & Test Different Types of Content
Since the primary goal of these changes is to prioritize information that people care about, publishers should design content that is meant to be engaging.
If up until now your strategy has focused on building awareness, then identifying the right types of engaging content – whether that manifests as text-based posts, video/live video, GIFs or static imagery – will likely be a trial-and-error process. Consider what types of stories will draw people in the most and will encourage them to join the conversation.
It’s important to remember that there’s a distinction between engagement and engagement bait, too. Posts that explicitly ask users to share and comment are considered engagement bait, and Facebook penalizes that type of content. Content should inspire users to join in on the conversation on their own accord.
And don’t forget to engage in dialogue with your audience. After all, social media was always intended to be a two-way street, and we don’t see that changing any time soon!
Incorporate a Paid Strategy
Most social-savvy publishers have known that organic reach on Facebook for brands has been limited for a while now. Many are calling Facebook’s algorithm change the “nail in the coffin” for an organic-only strategy.
With the latest change, users will continue to see paid ads, so if you haven’t allocated budget for paid Facebook ads, now is the time to do that.
However, experts anticipate that prices and competition for paid Facebook ads will change soon, too. Before the latest algorithm change, Facebook’s ad rates had risen by 35 percent in the last quarter alone. According to Digiday, “Arguably, the change has merely increased competition — and therefore prices — for getting into the news feed, by pushing out those who can’t afford to pay to be in it.”
Having a strategic plan and budget in place is key to getting the most bang for your buck with Facebook Ads. Test different types of content with your ads to better understand what ultimately helps your audience connect with you.
Explore Facebook Live
If you haven’t taken the plunge with Facebook Live videos, you might want to now! Facebook Live videos defy the newest changes and will continue to show up in the news feed regularly because they encourage engagement.
Facebook is still cracking down on spammy, “watch-bait” live videos, so make sure you’re broadcasting quality content. And during the broadcast, don’t be afraid to encourage your viewers to ask questions and share your content (versus stating that in the caption).
For more tips on how to execute great Facebook Live broadcasts, check out our blog post on the topic here.
Facebook was created as a way for people to connect with one another. The latest changes are nothing to fear if publishers keep that overarching goal in mind and can create inspiring, authentic and engaging content that resonates with their audience.