The Big Facebook News Feed Changes: What Impact Does This Have On Brands?
As many of you are aware, Mark Zuckerberg recently announced that Facebook were changing their news feed algorithm. Announced on January 11th, the change in algorithm means that the news feed will prioritize content from “family, friends and groups”.
Zuckerberg stated, “You’ll see less public content like posts from businesses, brands, and media, and the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Zuckerberg also goes on to suggest that Facebook has “a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being”, using this as a justification for why the change is happening. As a result, this means that businesses are going to have to work harder than ever to increase engagement with their customers on this social media platform.
Over the next couple of months as the changes in algorithm start to roll out, it is possible that business will begin to see significant drops in their organic reach. Furthermore, due to these changes, it is predicted that users will also begin to spend less time on Facebook, although Zuckerberg believes that the time they do spend on the social media platform will be time well spent.
The question that every business is beginning to ask is “How can we continue to reach customers on Facebook?” Whilst the full extent of the impact these changes will make is unsure, there are ways in which businesses can continue to reach and engage with their customers. We have put together some top tips on how you can meaningfully interact with your customers:
- Post quality content that is engaging and prompts users to comment
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Suggesting that the best way to establish “meaningful interaction” is to get users to comment on your posts according to Zuckerberg. He went on to say, “Pages whose posts prompt conversations between friends will see less of an effect.” Thus meaning that brand pages should create quality content that is more focused on starting conversations between users. You could try including questions in your posts or write about relevant topics that users will have an opinion on. The reason to do this is because users are more likely to see your posts if their Facebook friends are interacting with them.
It may be tempting to try and get users to interact with your content by asking them to “comment on the post”. Be careful doing this as it can be classed as spam and some users don’t like it. This is called “engagement-bait”, so make sure you don’t fail into the trap.
- Encourage customers to follow your Facebook Page
One thing that won’t be changing is the choice for users to always see posts from their favourite pages. This is done through them choosing to “See First” in their news feed preferences. Businesses shouldn’t be reserved about asking customers to follow their social pages. You can even go as far as reminding loyal followers about the “See First” option.
- Increase your ad budget
It’s no secret that organic reach has been declining across social media over the past years. Meaning that if your brand is performing well on Facebook, with these new changes, these skills are even more important. With Facebook reprioritising posts from brands and publishers, businesses need to know how to target their audience.
- Make live Facebook videos
Even with Facebook’s new algorithm change videos will still be favoured, with live videos being ever more important. During his announcement, Zuckerberg stated “live videos often lead to discussion among viewers on Facebook.” He went on to suggest that on average live videos get six times the amount of interaction. Live videos are the perfect example of some of the few types of media that will perform well under the algorithm changes.
- Invest time in Facebook groups
Groups on Facebook currently operate and display content depending on audience engagement. This means that content that users interact with will be displayed more often.
If you need any help with social media marketing, look no further. Here at 8-Digital, we pride ourselves on creating and managing bespoke social media campaigns. Our social media campaigns are created to generate awareness, sales and enquiries for your business. For more information on our social media campaigns, contact us today.