So you’ve likely heard about the recent changes Facebook made to its News Feed algorithm. In 2018 the social network site will prioritize posts from family and friends, while de-emphasizing advertising content.
As an online marketer, the Facebook announcement may have caused you to freak out. But never fear! The social media mavens at Networtech are here to assure you that you can still reach new and potential customers. In fact, with some common sense and creative ideas you can even expand your customer base on Facebook in new and exciting ways.
First, we’ll briefly review the Facebook News Feed changes. Second, we’ll examine strategies for creating Facebook posts that will (to quote their news release) “spark conversation” among your online followers.
First Things First: The Facebook Algorithm Changes (they’re not that scary, we promise!)
In case you didn’t open the link to the Facebook post above, here are three key takeaways:
1- Facebook wants you to be closer to your friends and family.
In a recent interview, Facebook CEO Mark Zuckerberg said the new algorithm changes would maximize “meaningful interaction” between users and the site. To that end, Facebook users will see more posts of, say, their friend’s baby pics, and fewer articles and videos from advertisers. Why did Facebook decide to make that change? The reason is simple…
2- Facebook cares about your mental health.
Believe it or not, the Facebook changes are designed for people to use their site less. This may sound counterintuitive, but there’s a method to the madness. Quoting a recent Facebook post from Zuckerberg: “The research shows that when we use social media to connect with people we care about, it can be good for our well-being.” Zuckerberg expects users will spend less time engaging with Facebook, but that the periods they do use the site will be “time well spent.”
3- The organic reach of advertisers on Facebook just got shorter.
Your organic reach—referring to the number of Facebook users who see the content you post for free—will be most impacted by the recent changes. Of course, this doesn’t mean that your Facebook posts suddenly become invisible to viewers, particularly if users already follow you. But it does mean you’ll have to work harder to create engaging content that your followers will want to share on their timelines.
And Now This: How YOU Can Capitalize on the Facebook Changes
You didn’t think we’d tell you about the Facebook News Feed changes without helping you out, did you? Let your friends at Networtech clue you in to three tips that will help your posts soar to the top of Facebook News feeds everywhere!
Create original, interesting posts that encourage a dialogue and connect with users on an emotional and/or intellectual level.
Easier said than done, right? But we enjoy the challenge of exercising our creativity to its fullest. The goal remains the same, which is to create a conversation among your Facebook friends and followers. Among the approaches you can take with your posts including posing open-ended questions to your audience or having a unique perspective on a particular issue. ?But also be aware of “engagement bait” posts: not only do they come across as inauthentic to users, they will register as spammy to Facebook’s updated algorithm.
Post Facebook live-stream videos on a regular basis.
The fact of the matter is that users are more apt to engage with a video on Facebook than with a text-heavy post, or even one that’s primary visual such as a meme. Moreover, videos are much more likely to go viral on social media, particularly if they are live. In short, using live-stream videos as a social media marketing tool is a viable strategy that is sure to become even more important in 2018 and beyond.
Invest more resources into your Facebook page.
Some companies take a “Field of Dreams” approach to social media, but building it (meaning your Facebook post) doesn’t always mean that they (meaning audiences) will come. You have to give users a reason to want to come. This can be done in a couple of ways, such as encouraging customers to follow you on Facebook, increasing your ad budget, or spending more time in Facebook Groups.
We hope this information helps you discover how you can let your posts be seen despite—or even because of—the recent Facebook News Feed algorithm changes. For more information on how you can spark a conversation on Facebook, contact Networtech today at (800) 557-9133!