This new year, Facebook announced some of the biggest social media marketing news of its time, informing online marketers that a lot of changes will be coming very soon that could dramatically affect their social media performance and strategy. To make sense of this update and understand what brands can be doing to make this work in their favour, we spoke to Social Media supremo and strategist, Gianni Casagrande.
Why are they doing this?
Zuckerberg says: “With this update, we will prioritize posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.”
In summary, Facebook is now going to put more value in person-to-person interactions over person-to-Page engagement. Ultimately, the reach of Facebook Page posts is going to go down – even more!
So, what does this mean?
- Less page content will be shown.
- Reach, referrals, engagements, reactions from Business pages will decrease.
- Posts will be ranked on a priority scale, personalised for the user depending on what content they engage with, interested in or Facebook thinks will spark conversation.
How do we combat this?
Below are 5 top tips for overcoming the Facebook 2018 algorithm change:
Let your content, not your follower count do the talking.
Spend less time posting, and more time creating content to spark conversation. Educating your followers is now more important than ever before.
Posting all day every day won’t benefit your page reach with the new algorithm changes, therefore creating quality content that informs the user and creates chat will make your posts rank higher in the newsfeed. Think about your customer, their lifestyle and their needs/requirements – then how you can create content to encourage interaction. If you’re creating meaningful content that your followers will engage with, the Facebook changes shouldn’t affect you.
Utilise video content on Facebook, especially LIVE videos.
Facebook has already confirmed that video content will get more reach organic or paid, so now is the time to utilise both your in house video capabilities and the Facebook platform itself.
Facebook LIVE allows you to get instant reactions and engagements, so a strategy for this feature is essential. The best results come from announcements, Q&As, unboxing videos or behind the scenes.
Make sure you let people know you’re going live 2 days, 1 day and 1 hour before, to ensure your Page fans are aware. Video content is also extremely valuable when it comes to paid adverts as well. The ad platform now has various formats where video can be utilised for maximum performance, so it’s essential you’re making use of these!
Don’t ask for shares and comments in your posts! Facebook will devalue “engagement-bait” content.
Another recent update is that Facebook will be devaluing posts and penalising accounts for clickbait content. Say goodbye to viral content with headlines like “tag a mate who would love this”.
Facebook has developed machine learning that analyses posts, on the hunt for headlines like this, so there’s no escape!
Ensure you have a Facebook ads strategy – and it’s a good one!
Facebook ads is now essential for any online marketing strategy.
We’ve been predicting this change at Visualsoft for a long time, therefore our Paid Social Service allows our clients to get the most out of their Facebook channels before and after the big update!
It’s essential that retailers are investing in Facebook to target desired, new and existing customers with essential content and promotions. At Visualsoft we ensure that customers at the top, middle and bottom of the conversion funnel are targeted, utilising the capability of the platform for generating personalised content to your followers.
Facebook is a trusted space where the user feels comfortable, especially when exposed to brand content, therefore it’s an essential channel in your performance marketing strategy.
Invest more in Influencer Marketing.
Ever since Eve told Adam to “try this apple”, trusted referrals have been at the forefront of influence.
Partnerships with influencers can allow your brand to be exposed on a mass scale, to an audience already interested with your industry. Influencer relations is a cost-effective way to create advocates of your brand, promoting content not only on Facebook but their site and other social media channels. By working with influencers, you’re getting real life people expressing their love for your brand, to more real life people. Not celebrities, or wannabe celebrities, but people just like your customers.
Nobody likes change, so if you find yourself still stuck on how to approach the latest update to the Social Media landscape, we’re on hand to help. Find out more about how your business can actually benefit from these changes to Facebook and get the experts in to help you develop a social media strategy that makes the best use of channels without breaking the rules.
Discuss your needs with one of our Digital Marketing Consultants via email to [email protected] or telephone on 01642 988 416.