March 24, 2015
Is Facebook marketing dead? Not yet.
While it is certain that the January 2015 Facebook algorithm update will force businesses to change their strategy, there’s still value to be found on Facebook for brands.
While this popular social media channel still provides the potential to reach thousands of viewers, the challenge now is how to ensure your Facebook business page content appears in your fans’ news feeds.
Why Facebook Made the Algorithm Change
It seems Facebook hosted a survey a while back and asked users what they could do to improve. Many users complained about getting too much promotional content in their news feeds. (If you participated in this survey, leave a comment below to share what your take was!)
In response, Facebook implemented an algorithm change effective January 2015. The goal with this update was to show viewers more of what they want to see and less of what they didn’t want.
What This Means to You: The three things that are less likely to appear in news feeds now
- Posts that solely push people to buy a product or install an app;
- Posts that push people to enter promotions and sweepstakes with no real context;
- Posts that reuse the exact same content from ads.
What Should Businesses Do Now To Get The Best News Feed Exposure on Facebook?
Here are seven changes you can make now to boost your exposure due to Facebook’s algorithm changes:
- Post videos directly into Facebook. Facebook is favouring videos using their new Facebook video player over ones hosted at YouTube or Instagram.
- Lead Facebook readers to subscribe to your newsletter. Since now you can’t promote your products and services as much directly on Facebook, moving fans over to your newsletter will allow you to still share offers to them.
- Post tried and true content. Test posts over at other social platforms to see which types of content get the best response. You want to share only the “best of the best” if you have a shot at getting it in the news feed.
- Review Facebook Insights. Pay close attention to which types of content gets the best response. Use that as a guide for future posts. Remember that Facebook is favoring content from businesses who post popular types of content that users like to see.
- Use Facebook ads to ensure promotional posts get seen. Since organic distribution in the Facebook news feed is decreasing, you should boost Facebook advertising for your business to maintain the same levels of engagement.
However, be warned that Facebook penalizes you if you reuse the same ad. So don’t just repost an old ad. Instead tweak your ad before posting it.
Keep your eye out on trending topics and stories of the day in the media and other social media topics. This type of content will rank with high relevancy for Facebook viewers as well. People can’t resist sharing their thoughts on big news stories.
Engage with your own content and encourage your team to do the same. Leave a comment for your own posts, respond to other’s replies, and like their responses. Encourage employees, team members, and other close colleagues to do the same. You may want to form a pact with high profile friends and agree to like/share each other’s content.
Bottom Line: Give fans the best Facebook experience possible.
Facebook users have voted and now the news feed is rewarding them with more of what they want, less of what they don’t.
Smart businesses that listen to their audience and post relevant content will get the highest visibility in the Facebook news feed.
As the founder, Susan Friesen brings a unique advantage to eVision Media clients by having earned a Bachelor in Business Administration degree with a concentration in Computer Information Systems through the Thompson River's University. Her experience in the Web development industry since 1999 has gained her much insight and knowledge in how to effectively brand a business and then translate that to a user-friendly, search-engine friendly, custom designed website. She is a graduate of the Vancouver Film School multi-media program and also earned several certificates in technology through the University of Victoria and Athabasca University. She won the 2003-2004 Governor General's Bronze Academic Award for achieving the highest academic standing in a diploma-level post secondary program. http://evisionmedia.ca