I’m willing to bet that, over the last few weeks, a headline like one of the following had you panicking.
Facebook’s Algorithm Overhaul Will Separate The Weak From The Strong In Brands Online
Facebook’s Recent Change Ruined Your Marketing Strategy. Now What?
Vox cuts 50 employees as Facebook’s News Feed changes rattle media
A creator with 4.7 million Facebook followers says her reach has been ‘decimated’ on the platform
The end of Facebook as a marketing channel? Certainly not.
So, before you delete your page, let’s talk about what’s changed and what you can do about it.
Let’s take a look at what’s actually in motion when it comes to Facebook users’ news feeds.
Facebook will continue to prioritize posts from users’ Facebook friends as opposed to the Facebook pages they’ve liked.
This is what Facebook’s emphasis on “more meaningful social interactions” translates to. Fewer posts from publishers, national brands, and local businesses, and more from friends.
Facebook will begin testing the prioritizing of news that’s trustworthy.
According to Facebook, a diverse and representative sample of Facebook users from across the United States were surveyed about various sources of news. Their responses will play a role in this determination.
Facebook will continue to explore ways in which they can prioritize news that is relevant to Facebook users’ local communities.
To determine if a site is local, Facebook will look at where its readers on Facebook are from. If a Facebook user lives in the same area as most of those readers, that site will be considered “local!”
What You Should Do About It
With what’s in motion, many Facebook page managers will continue to see their organic reach decrease. Here’s what you can do about it.
Begin budgeting for Facebook advertising.
You can get results on any budget. With the right strategy, of course!
Take advantage of Facebook’s targeting abilities and ensure you’re paying for the right “actions.”
You can target Facebook users based on their age, their hobbies, their device usage, their purchase behavior — or create audiences based on Facebook users who have previously visited your site or Facebook users who have already downloaded your mobile app.
You can run ads to encourage Facebook users to become a fan of your page, to capture information from leads, to drive installs of your mobile app — or simply to ensure more of your fans see your post.
Do more live streams.
Facebook Live was built to allow Facebook pages to interact with Facebook users in real-time, whether that’s answering their questions or acknowledging their “reactions” to the video as they come in and adjusting accordingly. For that reason, live streams will continue to be hard to miss in the news feed!
With a strong signal and some content that’s of interest — whether that’s a Q&A, a performance, something behind-the-scenes or some kind of demo — you’ve got the makings of a successful live stream.
Explore the use of Facebook groups.
Imagine giving your “super-fans” of your company, organization or brand, as Facebook’s coined them, a space to interact with other super-fans.
Facebook now offers the ability to create a Facebook group for your business. This includes allowing you to connect your Facebook page to your Facebook group.
Facebook users will likely see group conversation prioritized over page posts in their news feed.
If you’re using Facebook as a marketing channel — and we almost always recommend you do! — these are some of the most important additions you can make to your plan.
Whether it’s coming up with that plan in the first place, or seeing ad campaigns through, my team and I are here to help!
About Emily Massaro
Emily is our Digital Marketing Manager, overseeing the activities of the Digital Marketing Department. In her role, she works closely with the team in campaign strategies and execution in all service offerings including Analytics, Search Engine Optimization, Paid Search, Content Marketing and more.