By now, you’ve likely heard about Mark Zuckerberg’s announcement earlier this month that had advertisers thinking “what does this mean for us?” If you’re still catching up, here’s a quick rundown: Facebook’s new algorithm update will be placing more emphasis on “meaningful social interactions” and making posts from friends and family a priority. While this may be great on a personal level, it will also make it more challenging for organic content from businesses and news sources to be seen. At first glance, this sounds like a death sentence for businesses promoting their brand.
Before you go into panic mode and throw your social media marketing strategy out the window, take a deep breath and step back from the ledge for a moment. We’re here to tell you that all is not lost. While organic reach will continue to decrease, Facebook advertising is here to stay, and will likely only increase in popularity with the new changes. While your strategy may need some tweaking, Facebook is still a useful platform to raise awareness for your brand. Below we’ve listed some ways you can work with the changes, so you can still use Facebook as an effective part of your marketing strategy.
1. Be authentic
Authenticity will be more important than ever with these algorithm changes. The more authentic your content is, the more likely it will resonate with your target audience—encouraging more engagement. The more engagement your post gets, the more likely it is to be seen.
2. Be relevant
Relevancy goes hand in hand with authenticity. Do more research on your target audience to learn what type of content will be the most useful to them. Focusing on relevancy will help you create more meaningful, high-quality content. You also want to focus on your true brand objectives here. Trying to trick users into engaging with your content should never be a part of your marketing strategy in the first place—but it will be especially ineffective now.
3. Utilize live video
Live video is predicted to increase in popularity throughout 2018, but will be even more valuable to brands now. According to Facebook, Live videos get 6 times more interaction than non-Live videos do. More interaction is what will allow your post to be seen. With the new algorithm, the posts that generate more conversations will be likely to show up higher in the news feed. If you haven’t done so yet, now is the time to jump on this trend.
4. Consider influencer marketing
Organic, un-paid content from brands will only continue to decrease, and will no longer be an option on its own. However, partnering with influencers could help brands get their message out. Influencers have a strong connection to their audience that results in authentic engagement, so having influencers relevant to your brand talking about your product or service will be more likely to gain traction. Authenticity is the winner here too: When people see someone they trust using your product and enjoying it, they’ll be more likely to give it attention.
5. Use paid advertising
While you’ll still be able to post organic content as a brand, the likelihood of that content being seen on its own is slim. Supplement this content with paid advertising to make the biggest impact, and ensure that your brand’s message is being seen. With organic reach decreasing, Facebook is becoming a platform where you have to “pay to play” for the best results. It’s more important than ever to boost your most valuable content, and utilize sponsored ads.
Looking for more ways to improve your advertising strategy? Feel free to contact us! At Digital Hyve, we have the experts to help you find a social media marketing strategy that will be the best fit for your brand. In an industry that’s constantly evolving, we stay ahead of the curve, using cutting edge technology and innovative thinking to help you create a meaningful brand experience for your customers.