A few of our client’s have been asking me about the upcoming changes that Facebook are implementing, so I thought a quick blog would be the best way to communicate what we know so far. So, as some of you already know, Facebook have recently announced that they are changing their news feed algorithm and as a result of this, users are to see less branded content from businesses, and more posts from family and friends. The big question is, what does this mean for your brand?
In a nutshell, it means that businesses have to work harder to reach their customer base and will need to create better content that will grab the attention of their audience. I appreciate that that sounds a little vague, so just a few general pointers; we need to make sure that posts are interesting and not just focused on ‘sell, sell, sell’. Remember, Facebook is a social network so keep it light with posts such as industry updates, blogs, and even a ‘behind the scenes’ look in to your business. Don’t get me wrong, people want to see the products and services that you provide, especially if you’re promoting an offer, but we find that a 70/30 split in favour of social content is an effective balance. However, no matter how great your content is, as these changes are implemented over the coming months, we’ll see a decrease in organic reach – again.
Before the changes have been implemented, we won’t know exactly how this will affect things, but we know that the new algorithm will spot things like spammy posts as well as repetitive posting e.g. posting the same thing again and again, or posting at the same time every day will also have a negative effect on the organic reach, however the ‘Facebook Live’ feature will carry the same weight (from what we hear), so this is still an excellent way to engage with your customer base, if you’re brave enough.
In short, Facebook has been great for organic reach, but like a drug dealer will offer a free taster to get people hooked, we’re now at the stage where we’re having to pay for our drugs (excuse the reference). We can’t ignore the fact that we’ll all need to dig a little deeper just to retain the level of engagement that our Facebook page was previously getting for free.
Don’t worry though, you’re not alone. Your pesky competitors will have to dig deeper too, so, every cloud.
If you’d like to discuss your social media accounts, just drop an email to firstname.lastname@example.org and we can have a chat.