On 11 January, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritise content from “friends, family and groups”.
As the changes roll out over the next few months, businesses will most likely see a significant decrease in organic reach. While nobody knows exactly what the impact of the news-feed changes will be, there are certainly ways for businesses on Facebook to work with the new algorithm, and continue to reach their customers through “meaningful interactions.”
At NGAGE, we’ve created a few pointers to ensure that all client pages reach the correct target groups at all times:
- Continue posting engaging, quality content that prompts comments
- This means brands should create quality content focused on sparking conversations between users. Try including questions in your posts, or write about timely, relevant topics that users are sure to have an opinion on.
- The point is that users will be more likely to see your Facebook posts if their friends and family are commenting on them.
- Don’t fall into the ‘engagement-bait’ trap
- Posts that include ‘COMMENT on this post if you like Trucks or something similar’ are now considered to be spam. Furthermore, Facebook now uses an ‘engagement-bait’ algorithm to demote posts that include such captions to the bottom of the news feed.
- Increase your ad budget
- ‘Mo Money, Mo Views’. Organic reach has been declining across social media for years.
- Facebook is reprioritising content from brands and publishers, which means Social Targeting is now a skill that is more important than ever. Businesses must know how to target the right audiences to ensure their advertising rands go further.
- Make more Facebook Live videos
- Quick Fact: Live videos, on average, get six times as many interactions as regular videos.
- Videos are still favoured under the new algorithm. However, Live videos are now more important.
- Investing in creating content that includes Facebook Live videos will be highly beneficial to your brand/business.
- Encourage customers to follow your Facebook Page
- Did you know that, despite the algorithm changes, the Facebook news feed will allow users to see updates from their favourite pages first? Encouraging employees, customers, business partners and management to not only ‘Like’ a page, but to follow it, too, will assist in growing your community and increasing its engagement.