In the last few months, Facebook has made many changes. One of them is to change the algorithm responsible for the content displayed in the News Feedback. From now on, brands will have to change their advertising strategy to increase their organic reach and trigger user involvement. In this article, Sebastian Lipka, Performance Analyst Catvertiser, shows you how to keep your audience connected and how to deal with Facebook updates.
Facebook Stricter for Marketers
A few weeks ago Mark Zuckerberg announced that Facebook was returning to its roots as a social networking platform aimed at building and maintaining links between people and not between the person and the brand. The changed algorithm will make content available to users that is valuable to them and encourages them to interact with other people, especially close friends and family.
Currently, Facebook assesses the value of published content by the number of reactions, comments and shareings. After the changes, priority will be given to those that encourage discussion, engage the recipient – those that will actually interest him, increasing the level of interaction of a given user with the content that reaches him. Facebook also announces that the changes will increase the share of recipients, friends and family in the feeds, thus reducing the amount of public content made available by companies and publishers.
What does this mean for brands? Of course, less visibility for potential target groups. Therefore, in order to maintain their position in the News Feed, brands will have to publish credible, reliable and engaging content. The content they make available will also be tailored to the audiences who actually have an interest in it.
Does the presence of companies on Facebook still make sense?
Certainly many marketers, after information about planned changes, were wondering whether the presence of brands on Facebook still makes sense. One thing is certain: if they publish really valuable and engaging content, companies will not experience such a significant decline in organic coverage.
However, there will be no room for click-byte trivialities or purely informative content. This change is indeed a positive one, and there is no need to fear it. It is good because it will allow us to verify the actions taken by users so far. Only brands that did not adhere to the level of the published content can lose out.
Below are 5 ways to effectively reach your audience on Facebook in the current situation:
(1) Observe first function
should encourage users to choose the “watch first” option, as this will ensure that the visitors to the site see all the posts they have made. It is also a great option from the perspective of the recipient, as it allows not to lose, in the maze of information, what is important for him.
2. Live Stream
Live relations evoke much more comments than normal content. They engage in a substantive discussion on the issue, which is why Facebook will treat it as particularly valuable.
3 Events
Facebook appreciates the involvement of the community by organizing events. It should be noted, therefore, that non-standard events, which bring some added value to their participants, are much more effective.
Groups
They allow for even greater involvement of communities. On groups, Facebook still does not cut off the range. Moreover, it has just launched a grant programme aimed at developing these activities.
5 Crowdsourcing
should allow users to make their voices heard to the public, for example by consulting on certain ideas. This makes the recipients feel that they have an influence on the development of their favourite brand, which is more related to it.
The changes introduced on Facebook are aimed at increasing the interaction between relatives and returning to the original goals of the portal, i.e. establishing and maintaining relations with people. Thus, in the users’ News Feeds, priority will be given to posting that is shared and commented on by friends.
Sebastian Lipka – Performance Analyst at Catvertise
How to deal with algorithm changes on Facebook
