How To Win Over the Recent Facebook Algorithm Change
If your engagement on Facebook is declining, don’t lose hope.
Facebook is, by far, the most popular social media platform to date with a whopping 2.13 billion monthly active users.
HubSpot’s State of Inbound 2017 report tells us that 74% of the entire populace use it for professional services, which opens a lot of doors for marketers like you.
However, Facebook Founder and CEO Mark Zuckerberg officially announced early this year that the company will apply major shifts in what appears on everyone’s News Feed section.
The Big Decline
In his statement, Zuckerberg said Facebook will focus more on helping its users find the most relevant content that will encourage more meaningful social interactions. This means more personal content and fewer public content, including news articles and ads.
This major U-turn led Facebook to focus on its core objective, which is to strengthen family connections, thereby improving people’s well-being and happiness.
The drawback now comes to marketers who have greatly used (and depended on) the platform in reaching its customers. While it has been going on since 2016, Facebook’s algorithm changes continue to be bad news for publishers and advertisers who already have their content and audience development strategy in place.
Greater pressure is felt by marketing leaders, as well as business owners, given that a huge chunk of its target market won’t be able to see their content, no matter how relevant it is.
Facebook produces one of the best ROIs for marketers based on its massive active users. Not being able to tap this segment would mean a huge decline in customer engagement and loyalty, as well as potential losses in revenue.
The last resort would then be to buy more online ads on Facebook to promote brands, since creating content and sharing it on the newsfeed for free will no longer be as effective as before.
Whether this phenomenon will persist for a longer period or not, one thing is for sure: marketing teams like yours need to learn how to maintain its close-knit interaction with existing and potential customer by creating content that’s more palatable to Facebook’s requirements.
How To Weather The Facebook Algorithm Storm
It’s time to better position yourself to weather these changes.
On top of checking your existing market plan, it’s best to realign your strategies based on the latest best practices when it comes to marketing and advertising. Here are six effective ways for you to win and thrive in this new era of Facebook:
Refrain from using engagement bait tactics
Engagement bait tactics are there for a reason—they help capture attention and persuade followers to like, share, and comment on a single post.
A classic example would be to “Tag a friend whose name starts with ‘M’ and they will buy you an ice cream” (tag baiting) or “Hit like if you are a beach person; share if you are a pool person” (share baiting).
However, part of the new algorithm cracks down on this technique, since engagement bait tactics are not meaningful engagements with users.
To achieve a much greater reach, your posts have to sound as conversational as possible, encouraging your followers to engage with their peers and families through your posts.
Go back to your buyer persona and provide content that will match your audience’s needs and wants. Do they prefer how-to’s, tidbits of information, eye-catching photos, or emotional videos?
Then analyze which content works better. Leverage that data so you can replicate it in future posts.
Turn to video content
Whenever we pop open our news feeds, we’ll see a stream of videos that aim to entertain and educate. The good news is, Facebook favors that content format, and it’s seven times more shareable than article links.
Your video content doesn’t even need to have a sound—turns out, as long as the video is playing and the copy makes total sense, it can attract a high level of engagement. It also pays to keep your followers up-to-date through live videos to stir conversations.
Create content that inspires and motivates
People share inspirational quotes on Facebook not only because they feel empowered, but because they want to share that same feeling with friends or family members who need it most.
If it’s not inspiring, make sure it’s entertaining. A survey conducted by Adweek suggests that Facebook users are most likely to share content that is either inspiring or funny, so make sure that your content strategy is centered on these tones.
Form groups, not pages
One way to stick to your target market and keep them engaged is to form groups for specific purposes. Facebook groups encourage meaningful conversations, thereby increasing users’ chances to be more active in the social platform. This is actually advantageous for Facebook. If you want to receive more distribution, this is the way to go.
Be more strategic in advertising
Facebook is smart enough to track free advertorials—and more likely than not, they will hunt it down.
Facebook has been reducing the visibility of business pages given the new algorithms, therefore almost killing its organic reach. To ensure that your posts reach your desired target market, the most effective way is to advertise.
Amplify the reach of your content through Facebook Ads and still get that organic reach you’re looking for. If you want to keep your customers, make sure you’re rolling out a more strategic advertising approach.
Shift focus to other social media networks
We’re not opting you out of Facebook. What we’re saying here is that there are other avenues where your customers are present.
From Tumblr and Twitter to Instagram and Pinterest, your customers are likely to spend their time lurking in these other social media sites. This is your chance to reach them there.
What you need to know is that the content you publish on these sites are also shareable on Facebook’s platform, so if you want to increase your presence on Facebook, you can lead your customers there with the help of other social platforms.
Adapt to Survive
Consumer habits are drastically changing, and they are becoming more aggressive than ever.
If your engagement on Facebook is declining, don’t lose hope—continue to follow your customers’ footprint, see what they are most interested in, where they spend most of their time, and then shift your strategy based on their preferences.
After all, customers tell us what we have to do, and we’ll have to put them at the core of our business if we want to earn their loyalty.
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