Have you noticed a decrease in your business Facebook performance in the last year? You may not have changed anything, but your posts are getting fewer reach, likes, and comments. You can thank your decreased news feed exposure to Facebook’s new algorithm.
On January 11th, 2018, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from friends, family and groups. “As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.” (Hootsuite.com)
Algorithms are a nightmare for marketers. Facebook wants users to see quality content in their newsfeed. So you’re more likely to see a picture of your uncle’s dog than a post linking to a BuzzFeed article. Algorithms are designed to help consumers have an incredible experience on Facebook, not to help marketers who like to sell/promote. Here's how algorithms work:
1. You post content.
2. It’s scanned for its substance – text, image, video, live (some content gets preference).
3. The post is selectively shown to your followers.
4. If people react, its reach is expanded. Keep in mind that performance is not based on time of post anymore, has nothing to do with time.
You’re probably seeing that facebook ads are getting more expensive too, and your free aka organic posts are getting lower reach, less visibility, less traffic, fewer leads, meaning fewer sales.
So how are you changing? Mike Stelzner from Social Media Examiner suggest making these changes to your strategy:
· Mix up your content. Add visually appealing images and video. Don’t always just link to your website or blog. Add Facebook Live to your mix to break the algorithm. Facebook wants live consumptions – Facebook notifies your fans when you’re live, there is a play button to show videos, and when a page goes live it’s pushed to the front of news feeds. For example, a realtor doing a live tour of a home before it’s listed on MLS. Go behind the scenes of your business or have fun with National Days, like a live game show. As marketers, what can you show in anticipation before it happens knowing it will get extra exposure in the news feed?
· The purpose of every post should be to educate, entertain, and inspire your fans, not simply drive traffic to your hub. What would you click or comment on if you were in your customer shoes?
· Increasing your frequency of posting is not the answer – with algorithms less is more.
· Refocus on community development and stop worrying about the big numbers (get to know the locals, develop relationships with people interacting with your page) Are you being helpful?
· Spend money on Facebook Advertising. Since Facebook isn’t creating anymore room for organic pots, use part of your marketing budget to target your target audience. This will guarantee your posts get greater reach, engagement, traffic, etc.
· Start using Instagram Stories – Instagram has grown to the second largest social media platform and is owned by Facebook. With Instagram stories, you can go live, add shoppable tags, and have multiple photos and videos in one post. Use local hash tags, work with local accounts, share helpful tips - for example, how to reclaim a fireplace. Talk about breaking news on your Instagram stories, or have a guest “takeover” your Instagram account for a day (have someone share their video and you upload it to your Instagram and tag them).
Because of Facebook’s new algorithm hurting marketers, we need to rethink our organic posting strategy. By implementing the above tips, your followers will see and share your content, breaking the algorithms.
Jadrianne Smith joined the Dau Consulting team in the fall of 2014 and assists with training projects, marketing, website design, and social media management. Jade received her bachelor's degree fromWayne State College, Nebraska in Marketing & Advertising. She has over 8 years of marketing experience working for a range of small and large businesses in multiple states. Helping small businesses and non profits with their social media marketing plan has become her new passion. Using her creativity, she helps organizations further their marketing efforts by tackling the ever-changing social media platforms. If Jade isn't on her phone posting, tweeting, tagging, or pinning, then you will probably find her either running, traveling, hiking with her husky, or watching her husband coach at an EIU football game.