Once again, Facebook has made changes to their feed algorithm that will potentially make consumers happier (you’ll see more of your friend’s new baby and lunch choices,) but publishers a bit more frustrated (less of their own forced content will show up,) and businesses downright angry.
The latest stance from Facebook is that they believe the users want to see their friend’s posts the most. What this means for you as a brand is that the already consistently and dramatically diminishing visibility and engagement you’ve been enduring the last 12-18 months on the site is about to get worse – even if someone likes your page.
So what is a brand to do with all of these changes? Our team is working with clients to test some of these tactics:
1. We will be working with Facebook on boosting more posts; in some cases taking away from budget previously allocated to drive LIKES to a page.
2. We will be encouraging the stakeholders of the companies we work with to publish more content to their personal pages directing people to their business pages.
3. We will be encouraging brands to create more “personal” posts to their business pages as some of the algorithm, especially when there’s commentary and sharing, MAY allow for additional publishing visibility if the content is scanned as more “personal” and less “promotional.”
4. We will, as always, review our outcomes both organically and paid on this platform against others to see how much investment should continue to be made in Facebook as a whole.