How the Facebook algorithm killed your Social Strategy
October 23, 2018 — by Verity Rowe
So the question we Marketers have been asking ourselves recently: Is it even worth posting on Facebook organically anymore?
With the update to the Facebook News Feed algorithm, it is near-impossible for our organic posts to achieve the reach we are aiming for. The result of this: diminishing success in meeting our campaign goals.
Early this year, Facebook’s Head of News Feed, Adam Mosseri, announced a "shift [in] ranking to make News Feed more about connecting with people and less about consuming media in isolation"
This means less business and brand content will be appearing in Facebook News Feeds. So is Facebook posting even worth it anymore?
At Bravo, our answer is YES! Adapt your social media strategy, attribute your posting to different goals and (unfortunately for your marketing budget) consider jumping into the pay-to-play area.
Facebook is often attributed to the top of the marketing funnel. And whilst all social media platforms have traditionally been fantastic brand awareness tools, this algorithm update is altering the behaviour of the social landscape.
The good news is you can attribute your organic efforts to new goals such as:
Search Engine Results Page (SERP) Rankings, which inevitably brings in new leads
Think of organic Facebook posting like the new blogging. Whilst your SERP ranking might not be your first, second or third thought when you put together your social media calendar, it’s time to consider it. It’s not new news that every single post should be crafted with your SEO in mind.
Have you ever Googled a business or keyword phrase and clicked on one of the top 3 results only to be taken to a Facebook page? That’s because social media pages rank! And whilst you may prefer people visit your website directly, Facebook leaves them only one click away. Not to mention it is a valuable way to generate and nurture leads through your marketing funnel.
Before you shed a tear for your deceased organic Facebook reach, consider this. You’ve likely already built yourself a tidy little following on Facebook. So just because they are less likely to see your post, doesn’t mean they definitely won’t. Continue to engage with the people who have already elected to engage with your brand. By doing so, you may even turn them into your loyalists, who champion your brand and share your content, in turn increasing your chances of spreading your organic reach.
So with that in mind, how do you go about making sure your content doesn’t slip into the bleak oblivion?
Create content your users want to engage with - quality over quantity
Whilst in previous years, marketers would compile multiple posts a day and send them out into the social stratosphere hoping for some engagement, this update renders that tactic utterly useless.
Instead, we as marketers should be curating content that our users want to engage with. Don’t be afraid to sacrifice your posting quantity for quality social media content. Be selective about what you publish and get creative with your content.
Through the insights tab on your page and various analytics on your Facebook Business Manager, you can gather a plethora of information about your audience. Use these insights to tailor your content and capture the attention of your target audience.
Populate your calendar with a range of different types of content
Don’t bore your followers with the same kind of content day in day out. Keeping your content interesting is just as vital as keeping it engaging. A survey conducted by HubSpot in late 2017 shows the different types of branded content that people want to engage with.
Use Facebook Live
Live videos have been an increasingly popular way to share content “on the fly”. If you are going to do it though, do it well. In an article from the Facebook Newsroom, they state "consumers spend 3x more time watching Facebook Live video compared to those that are no longer live". Our suggestion is to follow these handy tips from the Facebook Blog on using Facebook live.
Don’t be afraid to share content that isn’t yours (within reason)
If you’re struggling to get your followers interested in your owned content, consider also sharing content you don’t own. It sounds nonsensical, to share something you can’t attribute to your own brand. Although, if you find a piece of content that you and your team find interesting/funny/informative/inspirational, maybe your followers will too. It is also a great way to show your followers that you are well-informed in your particular field. So consider building some external content into your social media calendar.
Consider throwing your budget at some paid ads
The reality is, Facebook is moving further and further into the pay-to-play landscape. So if you are still gunning for Facebook to increase your brand awareness, it’s time to adjust your budget. Facebook’s targeting and analytics have exponentially improved, so now is as good a time as any to start. Create specific audience personas and track their behaviour all the way through to conversion to your goals.
Essentially, you need to evolve with the tech! Like all good marketers, learn from your data and analytics and start to adjust your strategy. Start small, and if it’s still all a bit overwhelming, seek help (from us!).