Facebook Algorithm Update | SLiM DIGITAL

What Has Facebook Changed This Time – And Why Its Big.


July 29, 2016

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Read, or watch a video about the latest Changes to the Facebook Algorithm.

 

 

See Aaron discuss these changes on a Facebook Live video (15min):

 

 

 

Why is this Facebook Algorithm Change Important?

 

Facebook remains the major player in the social media landscape:

 

–  Twitter is on the verge of being obsolete

 

–  Pinterest for non-product based businesses is challenging to reach users

 

–  LinkedIn is holding its position as a professional site and is generally best used for B2B

 

–  Snapchat is great for engaging a younger demographic – not for people with disposable income, or high levels of wealth and

 

–  Instagram is still growing and important to engage Gen X and Gen Y.

 

 

Social Media Stats

 

 

 

What is the Facebook algorithm all about?

 

Posts by Companies reach only 16% of their audience. The development of the new changes means going from hitting all of your Facebook fans, to only hitting those that care and interact with your content.  In addition, only the posts people like will get promoted.  Content posts that send people away from Facebook will be penalized.

 

 

What should businesses do in response to the new Facebook algorithm changes?

 

 

1.   Keep it Social

 

– Figure out what your audience finds valuable, and post more of that.

 

–  Regularly consult your Facebook Insights to see which topics and content-types work best for your audience. Perhaps you’ll find that certain topics are most engaging (and receive the highest reach) when expressed as text, while others work best as video.

 

–  The key is to figure out what your audience wants, and then tailor your content and delivery accordingly.

 

 

2.   Pay to Play

 

– We used to say the great thing about social media was that it was free, but all businesses will now have to pay to get to their audience.Therefore prices to advertise are likely to increase.

 

– Plus you will have to pay more just to beat the new algorithm (the restricted space people can advertise into).

 

– Do you use Facebook as part of your content strategy at all? Or do you use Facebook for direct advertising and as way to drive leads?

 

 

3.   Is the 80/20 Rule now the 95/05 rule?

 

– Should 95% of your content be social and the other 5% be sales related that you boost?

 

 

4.   Content Marketing, does it work?

 

– Likely to be punished more with the new changes, unless it goes viral.

 

– Consider an integrated marketing approach where email marketing drives the content and people to your website.  This probably means that Facebook should be used to build that email database.

 

 

5.   Use Videos

 

– Images seem to have dropped in their reach and video seems to be increasing. Perhaps this is the time to experiment with moving images such as Giphy.

 

– Facebook is prioritizing Facebook Live videos in the Newsfeed. This provides an opportunity to get more eyeballs on your video.

 

How to do Facebook Live

 

 

– Don’t forget to get subtitles on your video as often users watch video with the sound switched off.

 

– Keep videos short and punchy.

 

 

6.   Drive your FB audience onto your website

 

–  Get them to sign up to a newsletter or something similar. As Josh Cobb from Stepps says “You don’t own your Facebook audience, you are renting access to it and starting now, the rent is due every day.”

 

– But note that you shouldn’t put your content on your website. If FB sees you driving people away from FB, they will penalize your reach.

 

 

 

Facebook continues to be a platform with the opportunity to reach an engaged audience. Businesses and marketers will need to review their social media strategy in light of the updated Facebook algorithm and make  changes as to how they use Facebook for maximum reach and engagement.

 

If you wish to discuss your social media needs and see how we can help you, contact us today.

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