If you’ve been on Facebook recently, you may have noticed that your News Feed looks a bit different. The latest update made to Facebook’s algorithm is to ensure that users’ time spent on the social network is well spent. This change will highlight “meaningful interactions,” which means that you’ll see more posts from friends and family rather than content from publishers and brands.
This shift will have a direct impact on organic reach through News Feed’s automatic placement of posts. However, there are still ways to make sure you keep your consumers engaged. Here are a few additional outlets to consider.
Stay Engaged with Your Facebook Audiences
Facebook Messenger has evolved dramatically over the last couple of years. With over 1.3 billion reported users, it is one of the best tools your business can implement. This application initiates more one-on-one, meaningful conversations. A Facebook Messaging Survey by Nielsen found that 53% of people are more likely to shop with a business they can message directly. It was also noted that 56% of people would rather message than call customer service.
These sub-communities focus on audience engagement, which is crucial with the new algorithm. Facebook Groups are designed specifically around engagement, and help build trust and loyalty with users. A great perk to using Groups is that users are always notified when there is a new post. This helps your brand stay top-of-mind, while also keeping users updated on things happening in your business.
We have known for a while now that videos are important—and that’s no different with the algorithm update. Videos will most likely be given priority on Facebook since they are shared and commented on more than text posts.
On another note, ditch the pre-recordings for live videos. Zuckerberg said 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.” And keep an eye on Facebook Watch, the social platform’s version of YouTube. Speculations are that this will be the next area of focus, with a big lure for advertisers to switch their ad spend from TV/YouTube to Facebook.
4. “See First”
Encourage customers to stay up-to-date on your news by selecting the “See First” option in the top-right corner of your page. This will pull your posts to the top of their newsfeed, as they check in and verify that they will still see your posts.
5. Social Influencer Strategy
Building connections with influencers will continue to be an important part of any social plan. Influencers help you market your products to your highly-engaged target audience at an affordable rate. This is key when less material from media outlets and businesses will be shown organically.
6. Facebook Local
For small, local businesses with storefronts, make sure to be included in the Facebook Local application. This is Facebook’s newest version of Yelp, with millions of businesses listed with reviews and check-ins. There are big plans for this application to grow, with rumors swirling of being able to order food from the app.
How the Facebook Algorithm Affect Ads?
Good news: this algorithm change has not impacted the ad algorithm—for now. Facebook noted that it will not affect sponsored ads that businesses pay for (although others have said to expect higher numbers in the ever-competitive market space).
It also might mean that the paid world of Facebook will become more of a commodity, with smaller businesses looking to boost their posts to ensure their audiences are seeing current promotions. Only time will tell, but staying on top of the changes is key to playing the game.
Have questions about Facebook or other social platform updates and changes? Contact our team of experts today.