Earlier this year, Facebook announced that it would be making changes to their algorithm. Facebook’s algorithm is always evolving and business owners and marketers need to understand how to evolve with these changes.
The algorithm is intended to prioritize posts from friends, family and groups, as opposed to businesses, media, and brands. The algorithm prioritizes “meaningful interaction” – if certain posts receive reactions or comments, they’re more likely to show up in your news feed.
WHAT DOES THIS MEAN FOR YOUR BUSINESS?
First of all, don’t panic! Here are some steps your brand can take to continue reaching your audiences.
One. Your business should keep on creating content that your audience cares about, whether it’s a link to a useful resource, a new product promotion, or a funny photo. Try to kick start conversations and get users interested enough to comment or react.
However, don’t fall into the trap of posting “engagement bait.” If you’re trying to get users to comment or like your post for a mundane reason – ‘Like this post if your favorite color is blue!’ – don’t! Facebook demotes “engagement bait,” since it knows that users are annoyed by those type of posts.
The lesson here is to (tastefully) encourage “meaningful interaction” from users, so your brand will have a presence on their news feeds.
Two. Your brand should use Facebook Groups to promote its business.
A Facebook group can attract the loyal fans of a brand and generate genuine discussion and content. A Facebook group can be dedicated to a topic relevant to brand, and the brand can serve as an expert.
We hope this quick article makes it a little easier to digest Facebook’s recent change. If you have any questions, please feel free to reach out to #KeenSocial!