WTF? That’s likely a thought running through many people’s minds as they hear that Facebook has just announced one of the biggest changes to the social media platform – ever.
With over 2.13 billion active users each month, there’s no doubt that this news has made a groundbreaking difference in the way that people and businesses use Facebook.
What’s the big news and what can we do about it? Below, we uncover what these changes are, how they will impact the way businesses use Facebook, and give suggestions on how you can adapt your Facebook strategy by creating meaningful content.
We will also share details of a seminar on how to stay up to date with the most popular social media platforms and their ever-changing algorithms.
So what’s changed on Facebook?
Algorithms, that’s what. Complex algorithms are what determines your unique experience on Facebook. Your news feed is catered specifically to you – based on what you like, how you interact and even search history from outside of Facebook.
When it comes to using Facebook for business, many strive to create content that resonates with their audience. Competitions, giveaways, new products – these are all important business updates that are shared on Facebook everyday. Techcrunch reports that there are over 50 million small businesses that use Facebook’s Pages app. For many companies, Facebook is one of their key business assets.
However, Facebook has made some drastic changes that will affect business pages on the platform. On January 11th, 2018, Mark Zuckerberg from Facebook announced algorithm changes that may indicate the start of what Michael Stelzner calls a “Facebook apocalypse”:
- Personal posts from friends and family will have preferences over posts from groups or pages in your news feed
- Videos will get less views – this is because video is content consumed passively
- Focus will be on meaningful social interactions, so comments will be valued more than likes
- Links to external pages will get less visibility
As you can see, this is possibly one of the biggest changes that Facebook has ever made to the platform. Zuckerberg himself has even stated that he expects the market price will drop due to these changes. On the one hand, it appears that these changes are purely to improve user experience. But, it can also be debated that these changes are a move to encourage more businesses to turn to paid Facebook advertising to get the traffic they want. And, it’s highly anticipated that Facebook advertising costs will increase following the surge in advertising campaigns.
What does this mean for businesses?
These algorithm changes will start with your news feed, but this is only the beginning. Likely, it will be an update rolled out across all Facebook products.
For businesses, there are a few changes that will invariably happen – something to take into consideration when adapting your marketing strategy to adopt this algorithm change.
For pages that thrive on short, viral videos (think LADbible), they’re likely to be affected the most. Bloggers will also see a hit in organic reach, as will pages that exist purely to share memes, quotes and ‘tag-worthy’ photos.
How to create meaningful content on Facebook
These changes all hold one key goal in mind: to promote meaningful interactions. It’s more than just getting your audience to tag their friends or liking a picture. Meaningful, by Facebook terms, involves interacting with friends, family and other users in insightful conversations.
Here is what will no longer work:
- Asking people to comment
- Short text posts
- Quote graphics
Basically, posts that exist purely to gather likes will be phased out from your news feed.
What can you do to create meaningful content?
- See first – prompt your audience to change their news feed preferences to see your page’s content first
- Post less frequently, but with more relevant content
- Start discussions on your posts that encourage your audience to talk to one another
- Use Facebook Live to reveal exciting updates and news
- Adopt a Facebook advertising strategy
This all seems fairly straightforward, but as Facebook continues to make these changes to more than just your news feed, it will be more important than ever to understand these each and every one of these variables that will be affected.
Ultimately, your audience on Facebook isn’t yours – it’s purely borrowed from Facebook. And now that Facebook has set the ball rolling, who is to say other social platforms such as Instagram and Twitter won’t follow suit?
Stay up to date with social media changes
We have a seminar coming up that will cover Facebook, Instagram, Twitter and even Snapchat. There will be an insightful analysis on the algorithms that prioritise content, and what you can do to stay ahead of the crowd when it comes to creating meaningful content.
Click the button below to secure a ticket.
WTF Happened to your Social Media Traffic?
Date: Wednesday 18th April, 2018, 7:30am – 9am
Where: Ponsonby Community Centre, Glue Pot room – 20 Ponsonby Terrace