Since its creation in 2004, Facebook has developed into the most popular social media platform. As more users joined the platform, more brands and businesses followed suit. However, with so many brands and businesses now using Facebook to reach their customers, users’ News Feeds have become saturated with promotional posts. Facebook’s team is now looking to change that and create a better user experience.
A Focus on Friends and Family
In an attempt to recapture its original purpose of bringing people together, Facebook’s leadership is making some major changes to the platform. In January 2018, Mark Zuckerberg announced that Facebook will be completely changing its News Feed algorithm. The goal of the algorithm change is to prioritize posts shared by users’ friends and family members, and shift away from content from brands and businesses.
What This Means for Businesses
As these changes go into effect, businesses will probably start to notice a decrease in their organic reach. However, not all pages will be impacted equally. At the core of the new algorithm is the goal to drive “meaningful interactions” on Facebook. As a result, pages who receive a lot of engagement (such as comments and reactions) won’t feel as much of an impact as pages who receive little to no engagement on their posts.
What You Can Do About It
This shift toward highlighting posts from friends and family may not be great news for businesses that are trying to reach potential customers, but there are still ways to promote your brand on the platform. It’s still not certain what the actual impact of these changes will be, and businesses can continue to connect with key audiences by:
- Strategically Promoting Content. While you may see a decline in organic reach, you can still reach specific audiences using paid campaigns. Try boosting select posts to increase engagement, or try creating focused advertising campaigns to drive action.
- Sharing Content that Drives Engagement. To boost your page’s organic reach, try sharing content that focuses on starting conversations with your audience. Post about topics that are relevant and interesting to your audience, and encourage conversation by asking questions in your posts.
Tip | Avoid using “engagement baiting” tactics like directly asking users to comment on or like your posts. These posts are viewed as low-quality, and Facebook will demote them in the News Feed.
- Experiment with Video Content and Facebook Live. Videos continue to be favored, even with the changes to Facebook’s algorithm. Live video, which typically receives more engagement than traditional video content, will be even more heavily favored. As a result, there is no better time to try sharing live video content with your followers.
- Explore Other Channels. While Facebook can still be a powerful tool for building relationships with your customers, there are other ways to share your message. Email marketing is a great way to stay in touch with a core audience and share the latest updates about your business.
While these changes may seem like bad news for businesses, there are still ways to engage with your customers on Facebook. By continuing to post relevant, high-quality content that starts conversations, you can build brand awareness and create more meaningful relationships with your target audience.