Just a quick scroll through your Facebook feed is probably enough to realise that things have changed! Suddenly, your friends and their life is popping up in front of your eyes more than ever. Is that true or is it just me?
Early this year, Facebook decided to change it’s algorithm to favor user content and deprioritize publishers’ content. With this change, Facebook has started to prioritize what friends and family share, while reducing the amount of non-advertising content from publishers and brands.
Avoid Engagement Bait
People don’t like posts on Facebook that pushes them to like, follow, share, comment etc. For example, “LIKE this if you are a chocolate lover or LIKE this if you’re a Libran or SHARE this with 5 friends and get a chance to win a gift hamper!” Such tactic is called an ‘Engagement bait’ and Facebook has started demoting posts from people or pages that uses engagement bait.
Focus on posting relevant & meaningful stories without engagement bait tactics
Focus on meaningful interactions
Facebook’s goal is to create genuine communities, so think about how you can bring your communities closer together. Spark discussions, conversations that will keep them talking.
The content that receives most engagement—reactions, comments, and shares will make it to the news feed.
As a marketer on Facebook, you should focus on engagement as a way to reach out to your audience. The more your page followers engage with your content, the more you will continue to appear in their feeds and their friends news feed. Create content that triggers conversation or even a healthy controversy. Reduce the risk of vanishing from your audience’s timeline by keeping the conversations movin’!
Engagement through ‘Live videos’ on Facebook
Live video on an average gets six times as many interactions as regular video. However, if you want to ride on the new algorithm wave, initiate ‘discussions’ or ‘Q&A’s’ on live videos. This strategy will help reach a wider audience on the platform and garner more video views. Remember, just dropping links to YouTube videos won’t get you desired interactions or views. Facebook wants you to fully utilize its platform and features to keep people engaged on their platform only!
Encourage audience to follow your page
Even though organic content is harder to reach, people who follow your page will continue to see content on their news feed especially if they set their news feed preferences to ‘See First.’ With this option, the content gets prioritised on the news feed of your audience. Make sure you inform your followers to change the setting if they would like to regularly see your content.
Get active in Facebook Groups
Facebook groups are used by more than a billion people globally! These algorithm changes want more and more people to discuss, share, converse with one another and there is no better time than NOW to harness the power of Facebook groups.
Pay to Play
No matter how many changes Facebook undergoes, ‘Pay to Play’ is here to stay! With Facebook further de-prioritizing content from pages and brands, it’s time that marketeers start using ads effectively and of course pay more to get more eyeballs to the ads. Remember, Facebook at the end of the day is a business but if used effectively, it can get insane ROI.
Put more efforts into other marketing channels
Needless to say, don’t put all your eggs in one basket! Branch out to other platforms, diversify and utilize multiple channels to share your content. While building your community on social networks, ensure you create an e-mail database to keep your audience informed about your brand.
While Facebook’s news feed change took publishers by shock, abandoning the platform isn’t an option unless you want to leave two billion monthly active users on the table!
What are your thoughts on this news feed change and how are you conquering it?
The article first appeared on LinkedIn.
Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.
Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.
Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.
Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.
PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.
Ancita is one of the most dependable people I have ever come across. She is diligent, attentive and sharp which makes her a great asset for the team as well as clients. Within few years in PR, Ancita managed to build great media relations and helped her team crack some of the best stories. She is a great team player
Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.
A dedicated, smart and media savvy publicist. Her sound understanding about the real estate business and clarity of thought makes her a go-to person for all communication queries. Strong command over english language and a collaborative team player makes her a best fit for a challenging role. I highly recommend her for a profile that requires a go-getter, passionate, dedicated, knowledgeable and intelligent person.
Ankita was one of the most diligent and hardworking students in our batch. There's a lot to learn from her, esp. her sense of punctuality, sincerity and work efficiency. It really was a lot of fun being together in the same class during our post graduation programme. I wish her good luck for all her future endeavours.
Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!
Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!
Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.
Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.
Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.
SocialPowWow chat is one of the most innovative conversations involving small businesses and thought leaders. Ancita deserves a lot of credit for being the go-getter in bringing everyone together.
I'm impressed and inspired by Ancita Satija for creating an initiative as cool as SocialPowWow and making it a movement. How many young professionals go above and beyond to make a mark and leave a legacy? Ancita has set an example for others to follow. I am sure this weekly tweet chat will grow to become much more than just a chat.
SocialPowWow is one of those must attend twitter chats like #TwitterSmarter #Hootchat #MediaChat with vibrant, engaged communities discussing relevant & trending topics on social media and with a smart and friendly host like Ancita!
Congratulations #SocialPowWow for completing two years. You have always been amazing in getting interesting people to exchange views on interesting and relevant topics. You are the platform that brings out-of-the-box minds together across the globe in the world of clatter. Stay there with us -- as a friend, as a trend spotter, and stay relevant. Wishes for many more.
I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.