One of Mark Zuckerberg’s new year’s resolutions is to increase the trustworthiness of the Facebook brand—and, of course, make more money in the process. The implications of this became apparent in the latest newsfeed update Facebook announced on January 11th. This update is just one small reflection of the ever-changing reality of social media. The question is: what does this mean for your business?
“The Facebook newsfeed algorithm shift is one example of the many changes that take place in the social landscape on a daily basis,” says Brianna Wristbridge, Director of Social Media at Haven. “Social media is one of the most effective marketing tools available today, but in order to be effective, it must be used correctly. Our team is always focused on educating one another and our clients.”
How can you stay ahead of the social media trend and use this Facebook newsfeed update to your advantage? We’ve summed up the most important points for you.
Fewer Promotional Posts
Through surveying its customers, Facebook found that their users want less promotional content in their newsfeed and more content that is organically connected to their friends or to pages that they like. Surprisingly, people showed interest not in seeing fewer ads from businesses but in seeing less promotional posts from business pages they like. This means that creating an ad could be more effective than writing a promotional post.
Organic Distribution: Nearly Zero
If you do post promotional content from your business page—especially content that clearly pushes your products or services—you can trust that it will reach a much smaller audience. Facebook is significantly reducing the organic distribution of promotional posts.
Avoid Baiting Your Customers
Keep in mind that Facebook is also watching for engagement bait (posts in which you tell your customers to share your post or include another similar call to action). Avoid posting this type of content. Even if these posts generate comments and conversation, Facebook will not consider them high-quality organic content.
More Meaningful Conversations
Create meaningful, thoughtful posts that will both catch your customers’ interest and engage them in a conversation. Facebook is looking for person-to-person interaction instead of business-to-customer interaction. Facebook is also posting more friend-related content in newsfeeds. This means posts that generate conversations are more likely to show up in more users’ newsfeeds.
At the end of the day, Facebook wants to know that what you are posting is positive and helpful to your customers—not just advantageous to your business. In other words, Facebook is giving you just one more reason to create personalized, customer-centric content.
Social media is ever-changing, but you don’t need to be overwhelmed by this constant change. Haven is here to help you strategize and execute your social media in a way that keeps your company ahead of the ever-changing curve!