How the New Facebook Algorithm Changes will Affect Business Pages

There are always whispers and rumours when it comes to Facebook's Algorithm changes and this always sends a wave of worry and anxiety through us marketers. We know we do not have any power to change this. Even though we sigh and moan, at the end of the day, Facebook is doing this to constantly improve the user experience and keep people using the platform. Ultimately as long as Facebook continues to up their game and maintain and improve their reach, we as Marketeers will have the perfect platform to reach our customers.  As Facebook reaches it's 14th Birthday and surpasses 2.13 billion active users it really is too big to ignore.  So let's see how these changes are going to affect us and what we can do to maintain any kind of reach on our Pages on Facebook.

 

So what are the latest changes and how are they going to affect Marketeers?

 

Facebook has always been about making it easy for us all to connect with each other but I think we have all noticed is that brand and public content has begun to takeover and  drown out personal moments (posts from Friends and family)  Well Facebook have noticed that too and Mark Zuckerberg mentions his concerns in his post back in January. He also added that Facebook has done research into what type of Content is good for us and what type isn't.

They discovered that when we connect with people we care about, it's good for our wellbeing but passively reading articles and watching videos may not be so good. As a result, Facebook is going to focus on encouraging more meaningful interaction. The changes are going to take a while to roll out but the aim is to reduce branded content and the branded content that we do see will be engaging.  
 

So how do we know what Facebook is thinking?

Facebook held a private Webinar for publishers back in January  and here is a summary of what was said;

 

MEANINGFUL INTERACTIONS WILL BE PRIORITIZED

Facebook is going to focus on content that has the most interaction. They can measure this by the number of comments, reactions and shares. So the more your tribe/following interact with your content the more it is likely it will perform better.

 

The News Feed Ranking uses a lot of signals including;

Average time spent on content

Person sharing a link over messenger

Multiple replies to comments on videos

Commenting or linking of a person's photos or status updates

Engagement with a publishers content shared by a friend

Story type

Completeness of page profile

Now informative the post is

 

 Notes highlighted in blue have are prioritised.

 

What should Pages you do?

 

1. Promote Meaningful Interactions

Stories and videos can help start conversations between people and among page followers.

The success of Facebook Live has been epic and we have seen this with not only live broadcasts from major sporting events but also brands and small businesses engaging with their communities.
 

2. Focus on Your Audience

Keep posting content that resonates with your audience and keep focussing on building  community. 

Create posts that your audience want to interact with, while also avoiding Engagement bait.

 

3. Avoid Engagement Bait

This type of engagement is not going to be looked on favourably at all by Facebook and posts which are either comment or Tag bait may result in the demotion of page posts.

 

So be careful creating posts like this;

 

" Comment YES if you love Puppies as much as I do  (NOT GOOD)

or

"Tag your friends if you think they need to see this"  (NOT GOOD)

 

AVOID TAG    BAITING     SHARE BAITING     VOTE BAITING    COMMENT BAITING

 

 

Other Important things you can do

 

1. Encourage followers to ' See First'

Encourage people who like your page to click on the 'See first' option in their News Feed Preferences

 

2. Create more Live Videos

Create more live videos on subjects that resonate with your audience

Adam Mosseri's, Facebook's Head of News Feed recently said 

 

"live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos"

 

"Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues."

 

3. Build your Mailing List

Make sure you are building your Mailing list and building that relationship with regular updates that resonate with your audience. Remember your list is yours.  Be careful not to just sell to your list and build trust and focus on offering value.

 

4. Build your Audience on other Platforms and Post your Content there 

If you are B2B you can bet your audience is at least on one of these other platforms, Pinterest, Linkedin, Instagram, Snapchat

 

5. Advertise on Facebook.
Facebook is after all one of the most effective ways to reach your target audience, They hold an incredible amount of information about our interests and demographics. 

 

6. Invest More Time in Facebook Groups 

This is highlighted in Adam Mosseri's Comment 

"Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues."

 

7. Share Viral Content

Don't be scared to share content created by others. make sure the content resonates with your audience and aligns with your brand. Probably not good if created by one of your competitors. 

 

So I hope that has helped and given you food for thought, Yes it's going to be even more difficult for pages to reach their followers organically. The Brands that listen and respond to these changes are the ones that are going to win. The plus side is Facebook will do everything in their power to keep their platform at  Number 1 position. While they are doing this you can be certain you will be able to reach your niche even if you have to pay. 

 

What do you think of the changes? Are you going to change your strategy?  If so what are you going to do differently? Would love to hear your thoughts in the comments below. 

 

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