Facebook has announced changes to the News Feed having many marketers feeling like the apocalypse has arrived. But has it?
During the last few months, Mark Zuckerberg has made announcements in regards to shifting Facebook’s mission to focus on people. Over the years, our News Feeds have become populated with updates from pages we like, friends and family, and advertisements. Because of the volume of content, we often miss important updates from friends, and most likely, spend more time watching cat videos than we’d like to admit. That’s why, with this announcement, Facebook will “prioritize posts that spark conversation and meaningful interactions between people.”
What does that mean?
Facebook wants to see people interacting not just clicking through to a blog post. Afterall, the goal of the News Feed is to show people the most relevant stories to them. “Posts that inspire back-and-forth discussion in the comments and posts that you might want to share” will be given priority with the new Facebook changes.
What does this mean for brand pages and marketers?
It’s been no secret that the organic reach on pages has been declining for years. With these new updates, organic reach will become even harder to achieve. However, Facebook has often been a “pay-to-play” environment for a while now. Since pages were introduced in 2010, the platform has been free to use. And while it is still free to use, in order to reach a desired demographic, engaging content AND an advertising budget will be a must.
Facebook is one of many tools when it comes to a digital marketing and social media strategy. It’s time to shift the types of content we post and “paying-to-play," is no longer an option, but standard Facebook strategy.
What are the next steps?
Evaluate the types of content you are producing. How can you leverage live video and posts to drive discussion? How can you ask for advice and recommendations from your audience?
Reduce the number of blog posts or link posts that don’t produce reactions, comments, and shares.
Focus on fewer posts that are higher-quality.
Encourage your audience to prioritize your content to “see first” in their News Feed by editing their preferences.
Develop a paid acquisition strategy.
Remember, that while this announcement says Facebook is focusing on “people,” social media has always been about people. The apocalypse has not arrived, in fact, this is an opportunity for brands to really connect with their customers on a personal level and build a community. The brands and companies who can shift their social media mindset to focus on people, will thrive even under these new updates.
Not sure what your Facebook social strategy will look like under the new changes? Contact us to book a strategy session.