Understand what Facebook’s algorithms mean for your business and what you should be doing about it.
While there used to be an even balance between pages and people making up our News Feeds, that is no longer. Everything changed with an announcement from Facebook stating content from “friends, family and groups will be prioritised, and 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.”
So, what does this really mean for businesses on Facebook, and what should you be doing about it?
Continue to post engaging, quality content
Poor content has never been rewarded with a high organic reach and this will become even more relevant now. It is imperative to create and implement a strong social strategy to help you develop content in line with your objectives.
Facebook interprets “meaningful interactions between people” as conversations and discussions between multiple users, not just the number of likes and comments. This means that brands that publish quality content with strong engagement will continue to do well.
Quality content means sharing unique or relevant information that generates conversation. This can include your own blogs, news, your own images and videos. If you can produce live videos even better, as these are shown to have a high engagement rate.
The truth is that this is not a new philosophy for Facebook. The process actually started back in 2014 when Facebook announced it was killing off organic reach for brand pages, so businesses had to adapt.
Go back to your community and produce quality content that provides interest & value, encouraging meaningful discussions.
Utilise Facebook Advertising
Organic reach on social media has been declining for years now, and if you have not already adopted Facebook advertising, now is the time.
Facebook advertising is not affected by the changing algorithms, and many businesses have been using Facebook ads for years to engage users, reach thousands of people and promote their brand. As it seems organic reach of Facebook posts is continually declining, it is now more important than ever to investigate the use of Facebook ads.
If you need help in this department, we encourage you to check out our Facebook Ads training or come in and chat with us.
Don’t forget about other digital options!
Make sure you explore other options and don’t just rely on Facebook for your traffic and brand awareness.
- Focus on retention and repeat visits to your website and optimise the experience especially on mobile. Spend time on traditional SEO and improving your online presence.
- It is a great idea to create your own database and send out e-newsletters to your customers with news and updates. You ultimately own this list, and nothing any external parties do can remove this powerful resource from you.
- Consider Google Ads or Display Advertising as another way to drive traffic and boost your brand awareness.
- Remember there are other social media channels that may be suitable depending on your business and your goals, such as YouTube, Instagram and LinkedIn.