08 May 2018

How Should You Conquer Facebook News Feed Change?

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.

How should publishers and brands conquer this change?

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.



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