So you may have heard that our friends at Facebook have recently launched a new algorithm update, throwing a spanner in the works for businesses who use Facebook.
We are here to help and break down exactly how this update will affect your business and more importantly, what you can do to combat these changes.
WHAT HAS ACTUALLY CHANGED?
Short answer: … A lot.
The announced update is focused around reducing how prominently businesses posts appear on Facebook feeds. So even if you have a very strong Facebook following, your posts will not necessarily appear on their feed.
The update is designed to make the Facebook experience more people friendly to users – favouring posts from people rather than businesses.
“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” – Mark Zuckerberg on the update
WHAT DOES THIS MEAN FOR YOUR BUSINESS?
You will have to completely change your approach when utilising Facebook to reach your customers.
Start With Your Current Followers:
As a business, you are now at the bottom of the pecking order.
You are now going to have to fight to secure a prominent position – even amongst your followers’ news feeds. However, the algorithm update will not affect users who have specifically selected your page as ‘See First’.
It is totally okay to remind them to do this so they don’t miss out on your valuable posts. However, you have to make sure you are actually offering them value!
Create Meaningful Interactions:
Since the motivation for this change is striving for ‘meaningful interactions’, it’s simple… be meaningful! Post to engage in conversation with your customers instead of listing information.
Be relevant to what your customers and target audience want to see and create a want to comment and share ideas and opinions. You want to entice comments and create conversation.
You will want to steer clear of begging for comments with “engagement bait” such as broad requests for comments with irrelevant information. Facebook will be on the look-out for these broad posts and will be limiting reach for these types of spam posts.
Keep The Conversations Going:
You can interact directly with your target audience by increasing your activity in Facebook Groups. By maintaining an active presence in relevant Facebook Groups, you can stay current with your brand’s views on today’s topics. This is a fantastic way to see what information directly appeals to your market and see what buzz is being generated; you may even find the opportunity to generate some yourself!
Another way to generate conversation is using Facebook Live videos. These videos encourage immediate interactions and responses from your followers while enhancing the user experience. If you haven’t used this option yet, now is a great time to get the ball rolling.
Use Facebook Live videos to share new insights about your business or provide helpful information in a question and answer forum. This mode of communication is instant and can be a great way to reach your audience.
As you are aware, Facebook is only one of the components in the full marketing mix.
Developing a full marketing strategy is vital when growing your business. Check out our Aggressive Growth Blueprint below which is designed to ensure your company has a full strategy in place – minimising costs and maximising ROI.