As you’re probably aware, Facebook have recently made one of the biggest changes ever to their algorithm. They claim that the purpose of the changes is to make the user experience more authentic, whereas posts from family and friends are given priority over those from brands and businesses.
What this means is that we’ll start to see less of what they call ‘engagement bait’ in our news feeds. I’m sure you know the ones like ‘tag a friend that needs holiday” or “share this post if you also love summer” or even the more sinister ones that use an image of a sick child simply to gain likes for a totally unrelated business.
While this all sounds like great news for the user, it’s fair to say that it’s going to present some challenges to businesses, and require some tweaks to their existing social media strategies.
So, how does all this impact marketers.
Basically, the good old days of mass engagement via organic reach are over. We need to accept the fact that Facebook is now a pay-to-play platform.
Yet, it is still by far the largest reaching social network, so businesses shouldn’t give up on it. We just need to be a bit smarter and create more meaningful ways to engage our audiences.
The number one thing to remember is to focus on quality over quantity. Plan your posts carefully. Think about your target audience and think about what would resonate with them and add value, rather than just what you want to tell them. Always compose your messages thoughtfully.
Create more videos.
Despite the changes, video is still a favoured source of content by Facebook because they see it as a great way to start conversations. So, incorporate some great looking and engaging videos and can’t go too wrong.
Start or engage with a group.
Groups are another area that Facebook are keen to foster, as they create a community of like-minded individuals sharing ideas and opinions. So, it makes a lot of sense for brands to get involved. Just remember to always be authentic. Nothing kills a brand’s authenticity quicker than an unwanted sales pitch in a community forum.
The latest Facebook algorithm changes present some fantastic opportunities for businesses that are doing it right, listening to and really engaging with their audience.
And, this is only the beginning. Don’t expect this to be the last of the major changes coming our way from Facebook. What is important for businesses is to stay across these changes as they are happening and tweak their online and social media strategies accordingly.
At Optune, we’ll do our best to continue to provide valuable insights to our clients on these changes as they come to hand via our blog.
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