Facebook’s Mark Zuckerberg made a big announcement that rocked the worlds of business owners and marketers who count on Facebook for their businesses.
You can read the full announcement here, but here is a summary of the Facebook news:
“Today we use signals like how many people react to, comment on or share posts to determine how high they appear in News Feed.
With this update, we will also prioritize posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.
We will also prioritize posts from friends and family over public content…
Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”
I won’t lie: unlike the typical tweaks to make fill the newsfeed with content users want to see, this change shifts how Facebook will play a role in social media for businesses. If you’ve been relying strictly on organic performance, or if your main metric for success has been how many page likes you have, it’s time to switch up your Facebook strategy! This is an opportunity to pull ahead competition that has been lazy with social media (or, worse, uses Facebook to spam their followers) and those who would rather stay quiet than take on this opportunity!
Don’t be scared. Instead, pivot and diversify.
Here are five ways to win at social media in the world of Facebook Zero:
1. Upgrade your content.
Focus on creating engaging content that sparks conversations. Ask questions, tell a story, and trust that you really, truly, absolutely do not need to promote your brand with every post! Post photos of your team, tell the stories of happy customers, and genuinely share information and ask for opinions.Include content without links pointing to your website or blog; keep the conversation on Facebook and focus on creating community there. While pages can expect lower organic reach, valuable content will still rank higher in the newsfeed.
2. Diversify your networks.
Good business in any respect is not putting all your eggs in one basket. This is a great time to check your Instagram strategy and consider if your target market is on Twitter, Pinterest, or another social network.
3. Build a solid ads strategy.
Facebook Ads remains the best way to reach your target audience at a much lower cost than other advertising channels. If you aren’t advertising on Facebook, re-examine your marketing budget to start this now! If you are concerned this update will change the performance of ads, rest easy. Facebook released this notice to advertisers: “We are not making any changes to ads ranking at this time. Our systems will continue to take into account relevancy and feedback to deliver ads to the right people.”
4. Build your email list.
Don’t operate your Facebook in silos. Make your Facebook page work for you by getting your following on your email list. A strong email list means you can reach 100% of your followers when you have a critical message to get out, and it diversifies your relationship with your followers. When you can reach your followers in their inbox, you can spend less money advertising them on Facebook, and more money reaching new customers.
5. Get comfortable with video.
Video is still hot on Facebook. The update reads: “For example, 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…” Whether you go live or pre-record, video is an engaging way to reach new and existing leads. Maximize your reach by using your videos as part of your advertising strategy. And don’t be afraid that you need something prolific to say: simply share your story in a personal, engaging way.