9 actions you can take right now to make sure your posts will still be seen
On 11 January 2018 Facebook announced changes to the way it curates its newsfeed. It’s starting to give more prominence to posts from friends and family rather than from brands and businesses. Through this, they hope to make Facebook more about building personal connections in order to improve people’s personal well being. Facebook says that posts from public pages will still be shown, but that they will take second place to posts from family and friends. This change will have implications for businesses that use Facebook to engage with customers.
Your business posts will be held to the same standard as those from friends and family. They should encourage meaningful interaction between people. Posts that receive high levels of interaction, for example, communities that have grown up around shared interests like sports teams or specific causes, will continue to rank highly.
Facebook tracks signals to determine how high on each person’s newsfeed your post will appear. These signals include reactions to posts such as comments, likes and shares.
Here are 9 things you can do right now to help your organic content posts be seen by as many people as possible after these Facebook newsfeed algorithm changes.
#1 – Provoke a reaction
Post content which provokes reaction, debate and information sharing. Perhaps pose a theory and invite responses, ask for advice or input into your business, or give people a platform to share their stories. Make sure you join in the conversation yourself by responding to comments or thanking people for getting involved.
#2 – Leverage your loyal followers
Encourage your most avid followers to click see first on your page. This is a strong signal to Facebook it should prioritise your content in that person’s feed.
#3 – Master live video
Live videos get, on average, six times more engagement than non-live videos. Start planning your strategy for Facebook Live videos now. When creating your broadcasts, find ways to involve the community and spark conversations. By running online Q&A sessions between followers and members of your company or interviews with relevant subject experts you can generate great online interaction.
#4 – Don’t post engagement bait
Content which seeks to create engagement without giving any meaningful value to people will still be penalised. Read our ‘What’s New in January’ blog post to learn how to avoid posting content which could be classed as engagement bait.
#5 – Understand what works
Dig into your post data to find out which content is connecting best with your followers. You can find this by going to your Insights tab, clicking on Posts then clicking on the drop down menu on the right to show engagement rate. Do more of what works well.
#6 – Start a Group
Consider starting a Facebook Group centred around particular aspects of your business. You could allocate a set hour each week when the community gathers to discuss a particular topic, or share advice. Facebook is putting a lot of time and effort into developing the Group functionality and this is likely to be an area of growth in the future.
#7 – Keep tabs on Facebook Local
Facebook launched Facebook Local in the US and will roll it out this year in other territories. This standalone app will help users to find events going on near them and connect with others in real-world situations. Small and local businesses should keep an eye on this here and take steps to be included when it’s launched. If you run a shop, bar or entertainment venue, you’ll want to be listed.
#8 – Develop your non-Facebook marketing channels
Keep building other routes to connect with your customers – either via other social media channels, or by developing your own email list. Don’t let your business be completely at the mercy of one channel.
#9 – Focus on quality, not quantity
Get away from posting lots of content, and focus on quality. Getting great engagement from a couple of posts each week is far better than posting dull content every day.
We have yet to see the full impact of the Facebook newsfeed algorithm changes, but it certainly doesn’t spell the end of business on Facebook. What we are likely to see is a kind of natural selection process in effect. Those companies who are thoughtful in what they post and work to build personal one to one connections will be rewarded. Those who broadcast sales-focused content every day will be less visible. This could play into the hands of small businesses with the personal touch and unique stories to tell.
At Social Brighton, we’re here to help you learn how to make the most of social media to grow your business. If you’d like to know more drop us a line or consider signing up to our Social Media Content course.