One thing is certain: Facebook is no longer the place to connect with distant relatives and stay in touch with college friends that it once was. The social media mogul has become a way to connect with businesses, publications, and laugh at plenty of cat videos.
Recently, the platform underwent a news feed algorithm change that’s sent plenty of marketers into a frenzy, but why?
When Zuckerberg announced that Facebook was going to prioritize content from friends and family rather than content from publishers and news sites, people freaked out. Content is now being ranked and presented to you based on that ranking system.
In their post entitled Bringing People Closer Together, Adam Mosseri, Facebook’s Head of News Feed, announced that the platform will focus on providing its users with meaningful interactions that last.
For example, instead of presenting you with a post from a local business or nationwide brand that you like, you’ll see more photos from your best friend’s vacation.
Naturally, this makes sense for your personal Facebook profile, but what does this mean for your business?
Working Harder for Organic Reach
Organic reach was already on its way out and now it’s officially on its last leg. It all started with the big push for media content, which led to video content being favored. When businesses and companies started creating video content specifically for Facebook, we were flooded with it.
For many users, this wasn’t that big of a deal, but it did keep us from seeing content from friends and family members. As a result, reaching users organically became easier for businesses.
So what can you do to capitalize on the now limited space in Facebook’s news feed? First, don’t freak out. You should know about a few things:
1. Create content that encourages meaningful interaction
The short answer to all of this confusion is that as a business, you need to step up your Facebook game. The limited space in users’ news feeds will be dedicated to people who create content that sparks discussion – these are the kinds of interactions that will be placed above all others.
When posting to Facebook, make sure you’re empowering users to share your content. Create content that starts a conversation or discussion, not just mindless likes and shares. Maintaining your organic reach is going to be tough, but not impossible. Keep your content about meaningful issues and use it to create discussions.
2. Keep using Facebook Live
It’s true that video content isn’t receiving the same level of attention it once did, but Facebook Live is still going strong. Use it to maintain a positive level of engagement and focus on creating meaningful interactions with your viewers.
3. Experiment with ads
With fewer opportunities for organic reach, the competition for ad placements is going to get fierce, which is to be expected in this typical supply and demand scenario. If organic reach takes a nose dive for the worst, ads will become more important.
As the demand for ad space rises, so will the price of ads. As a small business, focus on getting as much organic reach as you can so you can keep some coins in your pocket. If you decide to turn to ads, experiment with them and see what works for you and what doesn’t. Remember to create hyper-engaging content that invites discussion and interaction with your followers and you’ll do just fine.
Alphapom is a digital marketing company based in Cedar Rapids, Iowa that loves all things social media, SEO, and web marketing. We’re a team of digital marketing experts that loves what we do and we’d be happy to work with you if you’re feeling stuck after these latest Facebook algorithm changes. Give us a call today and we’ll chat about your social media strategy.