Earlier this month Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm. “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
The most significant update is the emphasis on meaningful interactions (although the specifics of “meaningful social interactions” is still to be defined), particularly on providing content that is relevant and beneficial to Facebook users. Users will now start to see more content that matters to them – content that is from friends, family and groups.
This doesn’t mean that businesses are being entirely blocked from Facebook Feeds.
“As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.” Adam Mosseri, Head of News Feed, explains in a Facebook article about bringing people closer together, in response to Zuckerberg’s post.
However, the way companies use Facebook for business may have to change as the social media platform wants its users to have more “meaningful interactions”. How can companies work around this update and still use social media services to drive engagement and sustain brand exposure?
The Roses 8 tips to help businesses work around the Facebook Feed algorithm update
- Invest in content creation. Create quality content for meaningful interactions.
- Create shareable content. Create topical, relevant content that users want to see in their network, talk about and react to.
- Build relationships. Engage with audiences and users, positive and negative, to better understand them and start genuine conversations.
- Use Facebook to connect, not sell. Start talking to users instead of marketing to them.
- Use paid advertising to target audiences. Assign ad budgets to paid social campaigns and provide relevant content for higher engagement and conversion.
- Become a groupie. Start using Facebook Groups to share your knowledge and expertise.
- Get in with influencers. Explore partnerships with influencers who already have a highly engaged audience.
- Stand out with video. Use Facebook Live Videos to share topical, real-time content with your followers.
Facebook’s algorithm to recognise “meaningful social interactions” is now being rolled out so businesses need to readjust social media strategies and become more relevant, providing valuable and sharable quality content.
“As we roll this out, 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.” – Mark Zuckerberg
Contact us to discuss how we can collaborate and optimise your Facebook campaign to meet your business goals.