Facebook has Done it Again: New Newsfeed Updates
Facebook just loves to keep us on our toes and their most recent announcement is not an exception. In a blog post released yesterday, Facebook detailed several changes to their Newsfeed feature that will ultimately affect visibility for Business Pages. Although these updates may seem scary, they actually do have some pros and cons for pages. Here is what you can expect from the new Newsfeed:
1. Users can be served content from multiple sources: Previously, Facebook’s algorithm did not allow users to see back to back or multiple posts from the same source. This feature was originally put into place to prevent user burnout. Now, Facebook is catering to users who may not have that much variety in their Newsfeeds. Users will be able to see multiple posts from friends or pages that they are interested in, or interact with. This update is actually good and bad for brands. If your brand gets a decent amount of organic engagement you will continue to see your users engaged. If you don’t have a ton of organic engagement, your posts could be taken over by friends of your consumers.
Recommendation: Focus on content that engages your consumer. Do a weeklong or month-long audit of your posts and take notes on things that performed well. Build out content that supports these types of posts and continue to post frequently. This will ensure that consumers are still seeing your content when they want to.
2. Friends come first: We knew this day would come, and it‘s finally here. After performing multiple surveys, Facebook has deemed that posts by friends are the most important content to consumers. In their blog post Facebook says: “The second update tries to ensure that content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it.” The bright side is that brand posts will still be served on Newsfeeds; they will just likely come after top friend posts. Facebook goes on to explain this “If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed. This update tries to make the balance of content the right one for each individual person.”
Recommendation: Now more than ever is a great time to focus on paid advertising through Facebook. It doesn’t take a huge budget, any amount you can set aside to put towards your Facebook posts will see an amazing ROI in terms of impressions and engagement.
3. No more seeing posts that your friends liked: This one is sort of a downer for brands, BUT it’s not the end of the world. Previously, these “like” posts acted as free marketing for pages. Although eliminating these will have a negative effect on pages, brands will still be able to run ads that are similar to these posts.
Recommendations: It’s a great time to amp up engagement! Brands can garner a ton of impressions, engagement and activity by doing simple things like contests or even surprise and delight campaigns (small giveaways on your page). Really focus on posting things that will encourage your fans to make an action like sharing and commenting. This will boost your overall visibility.
As social platforms continue to evolve, so will our methodology. Taking a strategic approach to a dynamic mix of both organic and paid content, coupled with a consumer-centric approach to tactics continues to be an ROI win for our social media clients.