By now you would have read or heard about Facebook’s change to its News Feed algorithm. If your business has a facebook page, you need to be concerned about its latest changes. This should come as no surprise as we see the trend: Declining organic reach, discouraging of baited clicks or engagements.
Nonetheless, the news still sent media shock waves around the world, when Mark Zuckerberg announced it himself. In addition, in a post on Facebook’s newsroom, Head of News Feed Adam Mosseri mentioned Facebook will prioritize posts that “spark conversations and meaningful interactions between people.”
If your business page publishes high-quality content, you should rejoice as this is time for your content marketing to shine. But before we go get there, lets look at the impact of the change to users and publishers.
What can I expect as a user?
With this new change, content posted by friends and family will rank higher over content from business pages. As a means of ‘connecting’ people, Facebook is endeavouring to make your experience more meaningful by showing you what your friends and family share. These changes followed a study which revealed both positive and negative effects of using facebook. It indicates people who scroll through facebook feeds, looking at content passively (articles, videos, photos) feel worse than those who actively engage, such as commenting on posts, with their friends on Facebook.
What should publishers do?
There has been a lot of talk about how to survive ‘facebook zero’. To answer this question, we first need to address what not to do. If your brand content or business page repeatedly post the same types of content without considering Facebook’s changes, chances are you will suffer a decrease in reach.
Furthermore, you page could potentially be ‘demoted’ by Facebook’s algorithm, making it a low-priority page, which is what you do not want. So, it is time to ‘weed out’ content that put your page at that risk:
1. Posts which encourage click or engagement baiting
Posts which require uses to perform an action before being granted certain access or privileges. For example, posts which require users to ‘like’ and/ or ‘share’ or even ‘comment’ before users can qualify for a contest, discount or offer. Not sure if what you’re doing is ‘baiting’, read this informative post by socialmediatoday.com
I know many digital marketers had at one time or another been guilty of this. But if you are still doing this in 2018, there is a very good reason to drop this tactic; unless you want to be associated with spammers who post click baiting headlines or links to low quality web pages.
2. Content that are ‘sensational’ and attention grabbing but do not offer real value
Viral media websites highly favour this type of ‘hype’ content to drive their social metrics. Especially if such content flout Facebook’s rules in point 1 above, marketers will need to rethink and rework their content.
In fact, Facebook is serious about discouraging ‘baiting’ content. They will not only penalise the post but also the page that posts such content. This post from Facebook highlights the ‘double whammy’ for such publishers.
3. Facebook Ads of low quality
Advertisers will need to rethink their ads to offer more quality, otherwise they will be paying more for ads that do not perform well.
We’ve all seen sensational, spammy ads vying for easy clicks on Facebook. Not to mention misleading ads with exaggerated claims on health, slimming or beauty that lead to spammy sales web pages. Often such web pages have little valuable content, is laden with interstitial ads that appears when the page is loading, adult ads or distasteful ads. With Facebook’s clamping down on such ads and links, it will greatly improve users’ experience.
With so many factors going against publishers, should online marketers just forget about Facebook?
Given the 2 billion active users on this social network, brands and publishers cannot afford to ditch it altogether. The key is spammy low-quality content will not make the cut. On the contrary, if you have quality content for your business page, you will stand out.
So where do publishers go from here now? Stay tuned as we bring you what to do to survive facebook zero.
With all the above in mind, isn’t it time your brand rethink your social strategy?
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