Social Media Marketing May 20th, 2015
Facebook officials announced that they are changing the Facebook News Feed. It will now only show content that is of the most relevance to the user. The changes will provide a better experience for users by showcasing balanced updates from public figures, publishers, business and community organisations, as well as friends in the News Feed. Now, users can be expected to see posts that are more relevant to their interest and what they want to learn about. In general, Facebook will be ensure that there are less spam content on your feed.
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For business owners, one of the biggest concern is how these changes will affect the Facebook pages. Pages play an important role for businesses’ social media marketing efforts. They allow brands and organizations to share their stories, connect with users, increase engagement, and build a fan base.
With the update, Facebook claims that the distribution of a post will depend on the Page’s audience and posting activity. The reach of a post and the referral traffic may drop significantly if there are few or limited interactions with the users. This doesn’t mean that you should stop posting content on Facebook Pages, but instead, make relevant posts that are user oriented.
Referral traffic to media publishers has more than doubled in the last 18 months. This is good news for brands! Facebook wants media publishers to get their content out to Facebook users. Moreover, quality content will be frequently distributed and aimed at people who wants to see the specific information. To Facebook, only the right kind of content should be distributed to the their users.
A number of publishers complained that their content is not reaching the user as much as before. Why is that? Because Facebook is working on spam prevention by devaluing “click bait” oriented content. Titles with unknown or mysterious characters that mislead the user in any way will have less organic reach and value those of a real significance. Additionally, post that are relatively old will not stay on top of the news feed for as long as others, especially if the engagement is low.
Mark Zuckerberg explained that due to the number of users and brands, a regular user has around 1500 stories floating around their News Feed every day. The user sees and reads approximately 100 stories out of 1500 because only the highest quality content will be distributed and kept for longer periods of time.
Some might panic and think to themselves that Facebook Pages are worthless. However, they are wrong. Pages still matter a lot and have tons of traffic each month. What businesses and brands alike should do is change their social media strategy. Facebook pages offer a way for brands to build their online identity and organise communities of users, who are relevant to their field of work.
Brands that advertise correctly are receiving huge amounts of traffic, but what is the right way of getting your product or out there?
All you need to do is think outside the box. Posts such as “Click Here to Enter a Competition and Win Money” will not be considered as correct ways of advertising. Rather, what you should do is perform an analysis of your target audience and see what they are really interested in. After that, comes the creative part. Give them interesting and engaging content that will be useful in their daily lives or make them laugh, think, and engage. This way, you can generate more traffic and connect with your fans in a more personable level.
In addition to your campaigns or targeted posts on Facebook, you can promote your products and services through Product Ads. It is designed to help businesses sell their product more efficiently. What’s great about targeted ads is the ability to customize your target audience. Facebook allows you to do behavioral targeting, which helps to avoid promoting your products to people that aren’t interested in your business. You can customize your audience from age, demographic, behaviors, location, and interest. With the new multi-product ads, you can showcase more than one product to users. The more customized your ads and post are, the higher the chance of it being displayed to relevant users.
It is known that Facebook and YouTube have been in a video rat race for years. Last year, the number of uploaded videos to both sites was about the same, well, YouTube had 5000 more. However, this year things have changed. Marketers and brands started massively uploading videos directly to Facebook and guess what happened- tons of traffic. It is apparently much wiser to upload an engaging video directly to Facebook and here are some reasons:
Your strategy might need to change if you want to stay relevant on the Internet. Of course, you’ll still have to provide high-quality content for your users, but that’s already a given. Nowadays, you can hardly go without a Facebook Page. Although, these updates may cause a little bit of disruption for Businesses, having a good social media strategy will continue to keep you on top of the News Feed. Share with us in the comments below what your thoughts are on this Facebook algorithm update!
Facebook Algorithm Update: How It Will Affect Small BusinessesRead time: 5 minutes