On Thursday 11th January, Facebook CEO, Mark Zuckerberg announced that Facebook would be changing the way it shows content in our feeds. This will undoubtedly have an impact on brands and publishers that use this as a platform to communicate with their audience. But, from a company that makes so much money from business and publishers, why was this change made? More importantly what impact will it have on brands? We take a look in further detail at what the Facebook changes will mean to business.
Less news and brand posts will be shown in feeds
In a bid to make Facebook more meaningful to the users it was originally designed for, the new algorithm means that it will give priority to the posts of friends and family and the content that will mean more to users. This means that the constant stream of publisher content and viral posts will be scaled back and not appear so much. For brands, it means that their reach will almost certainly be impacted. Sorry to be the bearer of bad news!
Businesses need to get smarter to adapt to the Facebook changes
It’s not all bad and we have seen it all before. A few years back the same exercise was undertaken on perhaps a smaller scale to reduce the visibility of business posts. At the time, it could be said that it was done to increase ad revenues. This time it is more about being better for our mental health. Apparently, the constant website browsing to buy clothes and the fake news stories are bad for us. While business page visibility will be cut back with the latest Facebook changes, it won’t disappear altogether. Brands, and marketing teams in particular, will have to get smarter.
Make sure your content is valuable
So, what can you do about it? Well for a start it’s time to review your business page. Is it full of meaningless posts that evangelise about why your product is the best thing since slice bread or do you add value to your audience? The more engaging and relevant content that you post the more likely people will see it.
You still need a Facebook presence
While the ad agencies out there are telling you that you must have a Facebook presence and post three times a week minimum, they aren’t wrong but it’s time to address the balance. It is certainly important to have a presence but what kind of presence? If people go looking for you, they want to find a page that has regularly updated content and that gives them the information that they are looking for. You also need to ensure that your business information is up to date. The truth is, just like your website, in order to be found, you are going to have to start working harder.
Some tips to help you
- Post regularly but make it relevant
- Try and encourage people to engage with your page – the more that do, the more people will see your content
- Post videos – this is still strong content that is more likely to be shown than any other type of content
- Share your blogs – this is good for your search engine results regardless of whether they get seen
- Make sure your page is optimised with good quality images, a company overview and details of your products and services
- Use of all of the features available to you such as the call to action button and if you have a shop take advantage of the Facebook Shop feature
- Sponsor the best posts – if you have something important to share then use the ads feature to ensure your post gets seen
- Look at other forms of social media like LinkedIn to reach new audiences
Keep up your efforts
If you already have a good presence and your page gets plenty of interaction, the chances are you won’t see much difference from the Facebook changes. If your social media efforts aren’t adding value to your audience then you will almost certainly see your visibility start to reduce.
For further information about how you can improve your social media presence you can contact us. We will be more than happy to help.