Earlier this year, Mark Zuckerberg shared his new year’s resolution, which was “to fix Facebook.” Arguably Facebook has become quite flawed in the way its algorithm is serving up content.
Facebook algorithm: The (secret) computer equation which decides which content is chosen amongst the millions of potential posts to be served up to users.
Previously, the Facebook news feed featured friends status updates, comments shared with friends, photos and videos. Now it’s been noticed that the news feed is dominated by funny and entertaining videos from the likes of Lad Bible or Viral Thread, rather than from personal connections. The reason we saw these changes from Facebook in the first place was with the aim to compete with video platforms like Youtube and to try and introduce Facebook TV. Furthermore, Facebook, the parent of Instagram has been encouraging users to shift to use Instagram to share image led content.
Mark’s public statement of the platform’s flaws points to the fact that the ever-changing platform algorithm is due to change quite a bit. Facebook has decided to go back to the core of what their members want- real connections with friends, family and acquaintances and less promotional material and fake news.
The emphasis on focusing on content from “friends, family and groups” is to help users “have more meaningful interactions”. This is not something we haven’t heard before. For the last few years, brand content has seen a huge decrease in organic reach off the back of previous the algorithm changes and it’s likely we could see a further decrease in organic reach for brand content:
“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.” Zuckerberg wrote.
In order to combat the algorithm changes, marketers need to adapt their social media strategy, to remain relevant in today’s competitive social media landscape. We recap how best to refine social media practice to ensure your content doesn’t fall short.
- Businesses should use Facebook to tell their brand story in an interesting and creative way
- Content should be relevant and timely, curated to evoke an emotional response, thus encouraging followers to like and comment on their branded content
- Community management is essential to forge and continue meaningful relationships with followers. Ask your community questions. Thank them for taking notice of your post or product.
- Click bait content (i.e. “click to find out what happened when…”) continues to be prohibited on the platform
- Look to post open-ended, engaging content in order to encourage conversation and other post engagements (i.e. shares) to increase the reach of your Facebook post
- Where possible, include links in posts to encourage website traffic
- As with the previous update, Facebook’s new algorithm will continue to value video-led content much higher than images – share organic video to see more organic reach
- Keep in mind, video content should be engaging but remain within brand guidelines
4. The rise of paid social
- Investing in paid Facebook ads is more important than ever to ensure branded content is seen
- It will likely become more expensive due to demand so it is important that ads are targeted to the correct audiences and optimised in the best way possible.
We are yet to see the full ramifications of the algorithm changes, therefore continue to watch your average reach per post, your average engagements per post and your average page growth per month. These key metrics will indicate whether you need to shift how you’re using Facebook.
If you want to learn more about social media strategy, paid social campaigns or social media management, do get in touch with us at email@example.com.
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