Facebook is notorious for changing up its algorithm just as digital marketers adapt and adjust! Here’s what you need to know to keep your presence strong and engaging.
- Posts are becoming more friends oriented, which means less ads and clickbait.
- Facebook seeks to eliminate the passive usage of ads, as the company believes ads invoke a negative mood in the user.
- Information from your friends will become more visible, and you will now be able to snooze certain people to customize your feed.
- Overall, Facebook seeks to eliminate clickbait and encourage interaction amongst friends. Research on organic interactions indicates that user well-being improves, a main motivator for these changes from Mark Zuckerberg and team.
“Research shows that strengthening our relationships improves our well-being and happiness.” -Mark Zuckerberg
Together, we’ll learn how to navigate these new algorithms on a vital digital marketing platform:
Businesses that focus on strong customer engagement will stand out, so focus on your engagement!
While the new Facebook algorithm offers positive changes for the costumer, it is quite the opposite for businesses who wish to use Facebook as a promotion tool. Content from business pages will decrease, unless content is liked and shared by users. Posts that generate shares and comments will be weighted more heavily than those that generate likes.
Posts with longer captions will also be weighed more heavily than those with shorter ones. Businesses that focus on strong customer engagement will stand out. Check out a few takeaways below!
- Shift focus in content to strategic customer engagement that leads to shares and comments.
- Ask your audience questions, create polls, focus on the people and characteristics that make your company unique.
- Listen to your audience – create a short survey for followers to fill out, asking what type of content they prefer to see from your business.
- Establish yourself as a thought leader by identifying your business niche and through promoting that niche consistently.
- Implement these changes as soon as possible to stay above the fold.
“You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” -Mark Zuckerberg
Offer an insider’s perspective with video
Unfortunately, produced and uploaded videos are also losing priority since those promote passive consumer interactions. Live videos, however, are being prioritized since they generate six times the amount of interaction, fitting perfectly into the new news feed.
- Go live – utilize the Facebook Live option by covering interesting events, changes, or even updates from the leadership team consistently.
- We recommend posting at least one live video per week.
Get to know your followers and fans through Groups
Facebook Groups inspire more interactions amongst users.
- We recommend creating a Facebook Group for your most loyal customers and expand as word of mouth grows.
- Encourage members of the group to interact by sharing information about a new product or service with them first; members of the group will have more buy-in and will act as your brand champions.
- An added bonus includes real-time feedback about new products or services from this group of loyal customers.
Utilize your Insights
Create a posting strategy, focused on posting the right content at the right time for the right audience. Facebook offers a depth of demographic analytics through its Insights Tool.
- Create posts that share customer stories; i.e. who was your first client or customer? How can you make your most loyal or regular customers feel special?
- Post relevant content that spurs conversation amongst customers.
- These changes will help your business stay relevant on Facebook, and will market your brand as one that is connected and cares about its customers.
Focus on quality over quantity!
Posts should be targeted to specific audiences that are relevant and should make the audience want to interact with your brand. It is recommended to post 3-4 times a week so content does not become white noise.
- Motivate users to share content based on their own interests, not on the interests of the business.
- Work to instill a sense of passion or interest in the customer to inspire meaningful interactions that will give your posts more weight.
- Deliver content that makes your page a must-see or must-follow for the user.
Overall, we hope these tips help you create more engaging and interactive content so your hard work can stay at the top of your followers’ news feeds! Of course, the Frances Roy team is here to answer any questions you have along the way.