Though you may have heard by now, Facebook is rolling out some serious changes in regards to what content appears on users’ news feeds in what has been labeled as Facebook Zero. If your business is dependent on social media advertising, it’s important to be aware of what’s changing and how it affects you. Here are the major effects that these changes may have on your business, and what you can do to put your business in the best position to succeed on this new online playing field.
The major reasons for these changes, according to Facebook, is “to provide people with more meaningful social interactions” (source). Rather than only focusing on bringing people content that may be relevant to their interests, Facebook will now show more posts from users’ family and friends.
So What Does That Mean for Me?
Posts by third parties will appear further down on the user’s news feed, with priority given to posts by friends. This means less content from public pages like businesses, brands, and media.
If that last sentence made your heart skip a beat, don't worry! There are a few things you can do to help alleviate this potential loss of viewers.
Now, connecting with users in a meaningful way is more important than ever to get the most out of your online advertising. Users are more likely to see posts that their friends have engaged with. Doing things like responding personally to comments and asking your audience to share their thoughts go a long way towards ensuring your sponsored content shows up higher on users’ news feeds. Running live video content is just one method many brands are using to promote engagement among Facebook users.
Think hard about your target audience. What would make them want to engage more with your content? How can you make it more relevant to their interests, and how can you encourage them to share their own thoughts?
No More "Free Love"
Unfortunately, the ability to reach your audience organically for Facebook pages is mostly a thing of the past - and these new changes are the final nail in the coffin. Now, it’s imperative to develop a paid campaign strategy. At the end of the day, regardless of how relatable or engaging your content might be, your posts are unlikely to pull the numbers you want without a little investment on your part.
With these new alterations to Facebook’s algorithm, sponsored advertising is more important than ever to reach new customers on social media. Whatever your online advertising needs, Right Idea can help!
Facebook "Do's" and "Don'ts" to Stay Relevant
- Do post quality content over quantity
- Do actively look for the right time to engage by considering time of day and current trends
- Do take an editorial approach by mapping out your topics ahead of time
- Do get creative with images
- Do reply to people's comments in your posts
- Do be proactive with budget by setting aside a promoted posts budget each month to boost your best content
- Don't get bogged down by over-posting every day, be flexible
- Don't force a connection. Only participate in topics help tell your company's story.