In the past few days, you may have seen pages you follow talking about how their reach on Facebook is set to be reduced due to news feed changes. Whilst this may be true, what Facebook is trying to achieve, is a more meaningful experience for all who use the social platform.
So, what are the changes?
Facebook’s Adam Mosseri, who is in charge of news feed updates, was quoted by Social Media Examiner as saying:
‘Over the next few months, we’ll be making updates to ranking so people have more opportunities to interact with the people they care about.’
This change is primarily to help reduce the number of ‘fake news’ stories that plagued the social network in 2017 as well as addressing customer concerns that there isn’t enough personal content on Facebook.
What does this mean for your company?
We understand that this may be alarming if your company uses Facebook to communicate with your customer base – especially as many companies are only just getting on board with social media!
What we will say to this is “DON’T PANIC!” – yes, Facebook is going to reduce the number of posts that filter down to your clients, but it will also encourage more meaningful interactions with your customers.
Vanity likes have, for a number of years, dominated how “successful” a social media page is. A page with 100,000 likes must be more authoritative than one with 400 right?
Well, yes and no.
Yes, the 100,000 likes page will have huge numbers of engaged users, but it will also have a higher percentage of dormant page followers who are quite literally “making up the numbers”.
Compare that to a smaller Facebook page who has 400 likes, they may have 300 engaged users (75%) making the smaller page’s level of engagement potentially higher than the 100,000 page which may only have 50% of its overall followers engaged. Because of this, curating an engaged loyal following can be key to success on social media.
What can You do?
If your content is being engaged with on a regular basis, then keep doing what you’re doing! Engaging content is a powerful tool, especially if you’re generating that engagement organically which will help during these Facebook updates.
These Facebook updates are not blocking all page posts from the news feed, so it could be time to review your social media content and put together a plan that will deliver regular, engaging content to your audience. In the past, some pages have opted for quality over quantity, but these updates are certain to put the emphasis on quality over quantity!
Another aspect to consider with these changes is using paid advertising on Facebook. At this moment in time, the changes to the news feed are not set to impact the Facebook advertising algorithm. So, if you use Facebook advertising and boosted posts to get in front of your audience, definitely keep doing this to drive traffic to your website.
You should also encourage your audience to add your page to their ‘see first’ list which will automatically add your posts to their timeline. Getting followers to do this can be a painstaking task, but it’s definitely worth mentioning through your social account so that you don’t miss out on additional engaged users.
We also recommend using Facebook Live and videos to try and make your content more engaging. This type of content is more likely to be engaged with and shared, which will drive engagement alongside interactions with your page. As well as this, Facebook favours content that uses their live function, so you should definitely be utilising this!
In your organic posts, we recommend not using links to your blogs or website. Yes, you read that correctly. This is largely due to the fact that Facebook is more likely to reduce this kind of post in the news feed, so instead, it makes sense to publish your messages and grow your social media following for engagement and brand awareness instead of website traffic.
Finally, and please promise us you will adhere to this, don’t post ‘click bait’ posts to try and drive ‘engagement’. Posting these will result in your page being downgraded by Facebook as they are actively clamping down on ‘click bait’.
If you’re unsure, ‘click bait’ is where you encourage followers to vote using reactions or use misleading headlines to lure followers to your website from social media. Don’t ever do this. Ever.
Do you want to discuss your social media strategy or the Facebook updates with our team, why not get in contact today?