Facebook is once again mixing up the algorithm for News Feeds, and this time it will greatly impact Business Pages and their ability to reach potential customers (And since Facebook owns, Instagram, all of these changes applies to your Instagram feed, too!).
The Change: In a nutshell, an individual's News Feed is going to display content from friends and family first, lessening how often they see content posted or shared by businesses. And this move is intentional.
"We've gotten feedback from our community that public content - posts from businesses, brands and media - is crowding out the personal moments that lead us to connect more with each other," said Mark Zuckerberg.
Translation: Your Facebook Page reach, or the amount of people that see your posts, is going to decrease.
What Does This Mean for Your Business? As Facebook implements these changes, Business Pages should expect to see their reach and engagement decrease.
But by how much? We can't say for sure, but what we do know is that businesses are going to have to work exponentially harder to promote their posts organically in News Feeds.
The only way to compete for good placement in New Feeds is to encourage community interaction and engagement with your posts (i.e. likes, comments, shares, and conversations within your posts).
What Can Businesses Do?
1. Encourage Post Interaction
We know that Facebook is going to prioritize posts that prompt conversation and interaction. You can use this information to craft future posts you create and prompt that interaction with your audience.
For example, rather than promoting your business bias, ask for your audience's opinion. People want to voice their opinions, and if you want your business to be seen, you need to let them.
Additionally, Live Video is another great feature that you can use to continue engagement with your audience.
For example, Martha Stewart's live How-To videos give viewers the ability to watch her tutorials as if they're right there with her, answering questions along the way.
2. Try a Contest
Famous bloggers and social media stars are becoming increasingly known for their social media contests and giveaways, and there's a reason for it. The rules of the game require liking their pages, commenting, tagging friends, and sharing posts: which all increase engagement!
If you can afford a contest every now and then, whether that's a product giveaway or coupon code, we suggest you try it and be sure to utilize these entry rules that will help increase engagement and interaction, and thus increase the visibility of your brand.
3. Encourage Your Followers to Opt-In
There is a way for customers to opt-in to seeing your content first in their News Feed if they choose. Encourage your followers to click the “Following” tab right under your Cover Photo and select “See First” instead of “Default.”
3. Advertise, Advertise, Advertise
Facebook is an advertising platform for businesses, and they drive an inordinate amount of revenue from it - thus, they want you to advertise, and they reward you for it. Moving forward, plan to use Facebook Ads and Boosted Posts in your Facebook strategy.
Because organic (normal, non paid for) content will no longer show up as frequently in your audience’s News Feed, focus on posting great content that you can boost (pay for) to appear in your audience’s News Feed or create Facebook Ads. Both boosted posts and ads are a great way to take advantage of the audience you have built on Facebook as well as get your information in front of new audiences.
Yes, this is a bombshell of an announcement from Facebook, but we are dedicated to following the updates to ensure success for you and your business. We’d love to discuss how we can help your business navigate these changes and the ones to come. Contact us today to start learning what we can do together.