Yip , Mark Zuckerberg did it! He announced on 11th Jan 2018 that Facebook will be making a major change to the Newsfeed, favouring content from friends and family by moving away from public content.
Ok, that’s all a great plan – for users, but what does it mean for marketers ?
- Facebook will prioritize posts between PEOPLE, not businesses and pages.
What that means is that there will be less public content including Videos, pages MAY or rather WILL see a decline in reach and referral traffic will decrease.
- If your pages publish several times a day or schedule posts in advance – STOP NOW!
The new algorithm is programed to pick those signs up and will crush you.
- Pages with posts where there is little reaction will see the biggest decrease in distribution.
- Pages using engagement-baits (Please like and shares…) will see their posts demoted in the newsfeed
- Page content will not disappear entirely in the newsfeed but will be dramatically reduced.
While many marketers lost a few hairs in the last few days and started strategizing a plan Z, we feel brands should stay relatively unscathed by the changes.. WHY?
1 – Facebook said the new algorithm won’t affect paid posts on the platform, although CPM rates for Facebook ads may quickly increase, we knew for a little while that some sponsored content needed be in order to keep a certain visibility. With some smart and calculated moves, Brands should retain some reach without having to sell body parts along the way.
2 – We know already that click-bait will be a big NoNo so posts to invite your fans to like and share will need to be replaced by the “see first” option on your page. It appears that this function will still be actioned by Facebook. To activate, ask your fans to go to your page, Click on “following” and click on “see first”.. as simple as that!
At this stage, there is no mention of this function being removed and no longer actioned so it’s important to let your fan know that !
3 – CONTENT! CONTENT! CONTENT!
Facebook’s new algorithm will push brands to think less about what the company’s point of view and focus more on what their audience cares about, which will create opportunities for advertisers.
This simply means good content focused on sparking conversations between users. Try including questions in your posts, or write about opportune, relevant topics based on behaviours and interests that fans are sure to have an opinion on.
The point is, users will be more likely to see your Facebook posts if their friends and family are commenting on it.
Videos are still favored under the new algorithm, but live videos will be even more important. In his announcement, Zuckerberg wrote that “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.” So get planning on some nice live feeds to get your peeps chatting!
4 – Because Facebook Groups operate on audience engagement, this could be a positive tactic to bypass the new algorithm. Brands should look into new ways to engage customers fan clubs and groups centered around their super-fans alongside their Page.
Remember groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content so if your brand relates to specific activities, now is the time to get a discussion group going – you might learn a thing or two about your fans!
5 – Chat to your fans!
The entire idea of social media is to be social and the difference between classic marketing and digital is exactly that! We encourage your community managers to interact with your fans, let them know that you are reading their comments and appreciating them. Engage on a daily basis and encourage them to interact in conversations.
Not only you will get to know your fans better but by doing this, you will also be able to give them what they want. Remember, your brand is not just about your brand but also about what it represents to your fans.
Article by: Catherine Flanigan