The whole internet is freaking out about Facebook’s announcement right now…
…about getting realigned with its core value (in other words- showing you more content that you care about from your friends, family and interests and less content from brands, FB pages and ads).
Therefore, I want to pop up in here and explain to you what that really looks like from a brand’s perspective, what changes are REALLY being implemented (hint: it’s not what you keep reading about on your newsfeed!) and how brands should adjust their strategies in order to keep up with the changes.
First and foremost, let’s talk about what Facebook is actually changing. I’m actually a little pissed at all the *dramatic* rumors that publications are spreading about these changes.
Everyone is freaking out about FB putting their paid ads, business page content and the like on a completely separate feed on Facebook, but that’s actually not true.
Let’s hear from FB themselves about this frenzied scare tactic that keeps spreading like wildfire:
“This update is not the same as the recent tests where all Page content was moved to the Explore Tab. Page posts will still appear in News Feed, though there may be fewer of them”
You can read their article detailing the changes here.
So yes, we get to keep our page’s content in the normal newsfeed (phew)! BUT there will be some changes that need to be made, and chances are that you will see a reduction on reach with your brand’s posts in the very near future. But don’t fret too much, because I’m going to hold your hand through it.
We will survive!
With these new changes that Facebook is moving towards- they want to put more weight in the newsfeed for posts that are sparking engagement, fostering conversation and are relevant to its users. Facebook ultimately needs (and wants) to keep all it’s users happy, and the fact is that more and more news feeds (mine included, and yours too, I’m sure!) are getting bogged down by sponsored content click bait.
On the other hand, Facebook can’t afford to lose business from brands paying them for ad space either, so instead FB has to meet in the middle, and this is what they came up with for doing so.
So, now that we know the real story here, and we are aware that changes are being made- how can we still ensure that our brand’s content is getting seen on our target audiences’ feeds??
Well, as much as many publications try to scare you into thinking your reach is going to be dead now, it actually just means that social media managers and strategists just need to do their job.
That sounds harsh, but hear me out. If you are doing your job well when it comes to the content you are putting on your page, then that means you are posting content that is valuable to your audience, that provides solutions to their pain points, that sparks engagement (but not through clickbait!) and that you’re not being lazy about your content and strategy.
You’ll need to invest more effort into creating posts that will generate engagement, which according to Facebook includes likes, comments and shares. In fact, Facebook will reward posts with these kinds of engagements by putting it higher in the news feeds of your audience! If you start noticing your reach goes down, try taking a look at the content you are putting out there. If you audit your recent posts and notice that the engagement is lacking, find the solution that resonates with your target demographic and implement that into your new strategy.
In conclusion, yes- Facebook is majorly changing its algorithms in order to get back to its core values.
Which means that brand’s public content can and most likely will suffer while their social media teams learn to work with it. But hope isn’t lost, and I for one think this is a positive change for Facebook. For one, as a personal user as well as a social media manager- I see the positive outcome as making the Facebook experience more user- friendly and relevant. Another positive outcome that I see happening is the natural weeding out of social media managers who aren’t good at what they do, from the ones who are.
All in all, don’t be afraid of the change.
Work with it and watch your brand’s reputation hit it off with your target audience in a more relevant and engaged way! Go on with your bad self and rock Facebook without the fear of the scare tactics you’ve been seeing on the webs 🙂