In late June, Facebook announced updates to the News Feed algorithm. The update aims to show more relevant content from friends and family who users care about in their News Feed. Unfortunately, this means that business pages may see a drop in organic reach of their posts, yet again. As Facebook’s algorithms continue to make the platform more “pay-to-play” based, there are a few ways to boost organic reach.
Why did Facebook change their algorithm?
With over 1.65 billion users, Facebook is constantly trying to make the Facebook experience the best it can possibly be. Facebook does not want to be the next Myspace, which will soon be completely forgotten. According to research about failed social media platforms, like Myspace, users leave platforms when they are not deeply connected with other users. This is why Facebook has decided to change the News Feed algorithm. The updated News Feed will focus on content posted by friends and families of users, hopefully deepening the relationships and connections that users have.
What does the updated News Feed mean for my business page?
In 2012, Facebook changed their algorithms and page managers found that only about 16% of Facebook fans were seeing their content. Since 2012, studies have found that percentage keeps decreasing. A 2014 study of larger Facebook pages from Edgeranker Checker found that page posts only reach 6.5% of fans. It is likely that this new update will cause a decrease in organic reach of all types of content on business pages.
The degree of impact this algorithm update will have on business pages depends on a few different variables. If pages rely on referral traffic strictly from posts, they will be impacted greatly. If pages rely on referral traffic from engaged users and shared posts, this will impact them less.
How can my business minimize the impact of the new algorithm?
There are many different ways to minimize the impact of the new algorithm. Here are just a few.
Use the “See First” feature.
On a business page within the “Like” button, users can choose to see the posts from that page first. Encourage fans to choose to see your posts first and be sure to tell them what they will gain from doing so.
Don’t count on Facebook as a primary form of marketing or information dissemination.
In fact, it is important that any kind of social media is not the singular primary marketing tool. Businesses should try to diversify their marketing efforts which should be guided by a strong strategy. Using more mediums allows businesses to reach various audiences. By not relying primarily on Facebook or social media, algorithm and other changes don’t pose such a large risk to businesses.
Focus on engagement.
With an algorithm change like this, focusing on engagement is one major way to minimize the impact. For example, if fans are sharing, commenting, and liking your content, it is much more likely to be seen. To do this, be sure to provide content that is entertaining, informing, and what your audience is likely looking for. Then, ask them to engage with the content. Studies by HubSpot find that asking people to share, like and comment really does increase engagement.
Consider implementing paid social media campaigns.
The reality is that social media is becoming more of a pay-to-play platform as time goes on. As social media platforms realize the potential advertising revenue, advertising becomes more necessary. At this point, it is possible that a carefully crafted social media ad campaign can actually be more affordable than the time spent to try to get as large of a reach organically. Social ads offer extremely detailed targeting, flexibility, and control, making them an excellent advertising option.
In the ever-changing world of digital media, brands are always learning to adapt to new changes. This new Facebook algorithm will be no different. How is your brand dealing with the changes?
– Maggie Weldin │ New Media Strategist
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