In mid-January, Facebook CEO Mark Zuckerburg posted about a major update to be made to the leading social media platform about the content to be seen on users’ News Feeds: a reduction in public content like posts from businesses, brands and media in a bid to keep the platform primarily about personal connections.
Adam Mosseri, the Head of the News Feed at Facebook, elaborated on it in his blog post. The crux of the update was that posts from family and friends will be prioritized over public content, posts that spark conversations and inspire back-and-forth discussion in the comments, or posts that users would probably want to share and react to would take priority in users’ New Feeds.
With Facebook capturing more than one in five U.S. digital dollars, partially due to the investments from brands on it, this update might seem to undo all of the promise that businesses has placed on it. However, there are several ways to work through it, and maintain your online Facebook following.
Solution: Create content that fans want to share
Instead of paying for interruptive ads and sponsoring public content, the solution to this update is to create content that users themselves would want to personally share.
In 2016, Taco Bell and Snapchat had a successful augmented reality campaign in which users could take selfie videos and turn themselves into talking tacos. It got 224 million views in a day, and the reason for its success is that users themselves shared this entertaining, engaging content with others.
Solution: Share Your Content in Video Format
Live videos are also a good way to inspire more interaction between users. A effective video could be giving a quick tip or teach something useful to your audience. They get on average six times as many interactions as regular videos, which would put your Page’s posts at an advantage.
Also, having loyal fans helps. Users can choose a ‘See First’ option for your Facebook Page to ensure that they will be updated on your posts.
When Facebook users personally share your content with each other, it automatically becomes prioritized by the News Feed, making your Page and content more visible and accessible. While public posts will not be completely eliminated, they will be reduced, which makes it even more important for your content to be engaging.
Having said that, a Facebook Business Page is usually a stepping stone to your business’ other online facets, such as your website. If a link from a social media platform is not accessible or engaging as well, the investment becomes void. More on the importance of having an effective website can be found on our previous blog post here.
An agency like EVE can help you develop a brand and online presence that is both engaging and effective. While it can seem overwhelming to try and maintain a business while managing its online identity, we can help you navigate the world of social media and digital marketing.