Facebook Zero – Are You Ready?
Marketers worldwide will remember the 11th of January as the day that Facebook changed forever for Business Pages. Since its recent backlash of promoting fake news and studies posing Facebook as a mental health risk, Facebook CEO Mark Zuckerberg announced that his goal for 2018 is to ‘fix Facebook’.
In Zuckerberg’s statement, he mentions that he will be focusing on creating meaningful conversations between users:
“I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”Mark Zuckerberg
Zuckerberg also wants to focus on the overall user experience, rather than public content (i.e. Business Pages, brand and media publishers), meaning that Facebook is going to make it even harder for branded content to be featured on the news feed. Social media marketers have predicted that we may see changes on the news feed as of February.
Facebook has also warned that pages may see a decrease in the following metrics – reach, video watch time and referral traffic (a marketer’s nightmare).
Firstly, DO NOT PANIC. This is the first reaction we could see from businesses and marketers. We need to see this as an opportunity rather than a defeat. Publishers will need to pay close attention to the content their producing, and ask themselves ‘who would benefit from this?’ and ‘would this drive meaningful conversation on the post?’
A new strategy will need to be implemented in order for future content to work with the new changes in the algorithm. Luckily, there are ways we can work around this...
This should be at the forefront of your social media strategy for Facebook, as nurturing your current audience and engaging with them is what creates conversations. Respond to fans as much as possible, ask questions in both comments and in posts to invite further interactions. Brands sometimes forget that users are looking to speak to ‘humans’, not a ‘corporate robot’ on social media. This will show your audience that you are active on the page, and you listen to your community and take action when needed.
With the predicted decrease in referral traffic, pages will need to stop using third party links/website links in posts, as the new algorithm will demote any pieces of content which contain any links that may take users off the platform – Facebook is striving to keep its users on Facebook. If the website link is a necessity, create a ‘send a message’ call to action on your post. The algorithm doesn’t apply to its Messenger and you can send links from here to your page fans!
Studies have shown that Facebook Live receives x6 more engagement than pre-planned videos on a Business Page – this is the perfect tool to use in order to combat the new algorithm! We say – go live, create authenticity, engage with your community and you’ll see the results almost instantly!
Do you have any exciting updates on your brand/business that’ll get the community talking? Post it. This will absolutely drive conversation and will likely cause the community to ask questions.
These recommendations are only scratching the surface. We’re sure there are even more ways to utilise this new algorithm. Keep a close eye on your metrics, report on your insights, discuss them with your team and go from there. You never know, this new update may benefit your page in the long run.
Are you looking to make your brand shine on Facebook? Get in touch with us today!