Business

How To Survive The Facebook Marketing Apocalypse

On January 11, Facebook announced a return to their Newsfeed values. In 2016, the News Feed values were defined as an emphasis on family and friends, a platform for all ideas, authentic communication, user control over their experience, as well as constantly collecting feedback to improve the platform as a whole. These upcoming algorithm changes focus on promoting “meaningful” content on Facebook from family and friends rather than that of public or business pages. Meaningful content on Facebook should spark genuine reactions and conversations between friends.

Facebook ads and posts on public pages will likely see a decrease in reach, watch time and referral traffic. However, the exact results will vary. Public pages with a lot of comments and shares will see less of an impact than pages with very little follower interaction. However, using engagement bait or artificially creating these comments and shares will affect your page negatively.

According to Adam Mosseri, Facebook’s Head of News Feed, ads should not change after the algorithm has been implemented since they are considered a different system than the News Feed. However, many believe competition will be high among public pages for prime advertising spots, so prices for Facebook ads will inevitably rise.

 How To Survive The Shift

The easiest step you can take as a small business is to encourage your followers to place your page on “see first.” By selecting the “see first” option, all of your posts will appear at the top of your followers’ News Feeds, in complete disregard of the algorithm.

Facebook users can now select “see first” either on a business page or in the News Feed preferences to choose the content they want to prioritize. You need to visit the business page, follow it, hover over “following” near the cover photo and select “see first” in the drop-down menu. To select it from your News Feed preferences, click “prioritize who to see first” and select a person or page. 

More general advice for small businesses on Facebook would be to spark genuine conversations and interactions with your followers. This creates the meaningful content Facebook is striving for. The best ways to do this are to talk about current issues, trends, local news and upcoming events at your business. At BusySeed, we try to generate genuine conversations by asking questions in the copy and following up in the comments.

It’s no secret that Facebook prefers videos over pictures and even more so over text posts. That’s why we recently started creating our own videos for clients instead of relying purely on picture-based content strategies. Videos have become a necessary medium in your social media marketing strategy. If making videos on a regular basis seems daunting, live videos are another great option and don’t require a large budget. Facebook has previously noted that live videos receive six times the interaction rates as normal videos.

Live Videos

There are a few different things to keep in mind when planning live videos. Make sure to publicize the stream ahead of time, and it never hurts to give a small incentive for viewers to be there. Whether this means access to a small discount code or free video-related materials, it’s all a convincing reason to take part. A structured plan of what you’re going to do and say is a must. Facebook recommends staying live for at least 10 minutes so people have enough time to join the stream. If a certain live video garnered a lot of attention and comments, make sure to save it and repost it to your page for extra exposure.

However, the two biggest opportunities for Facebook marketing in the future are still to come.

1. According to an article, influencer marketing will overtake Facebook as it did Instagram since the algorithms are now so similar. Influencers are considered as individual content creators, so their content and reach will not suffer like a public brand’s might. Not only mega influencers but also micro and nano influencers will rise in popularity.

2. Facebook Groups may be the engaging solution public pages so desperately need. They are rooted in interaction and conversations, so they could be considered one of the largest opportunities arising from the situation. However, Facebook Groups for business should be focused on general interests and industries. Bring attention to your business by sharing your expertise or giving out group exclusive discounts or content. Facebook Groups can also serve as a testing environment to see which themes or posts are most popular among your audience. This way, there’s no harm done by posting an unpopular post.

Moving forward, Facebook should be considered as an important supplement to your overall social media marketing strategy. Sharing content exclusively on Facebook will no longer bring sustainable results to your business. Just remember, if you are providing quality content, people will always find a way to find it and ask for more.

source: Forbes

Omar Jenblat
President of BusySeed, Cofounder of BusySeed Deutschland UG and coffee connoisseur.