Facebook news feed bombshell in January are rattling businesses across the globe. This change means severely cutting down the access businesses, brands, and media have to the Facebook news feed. So you’ll probably see more posts from friends and family, but what does this mean for your business?
According to their press release it’s all about bringing people together. But it seems like nothing more than a money grab to most businesses. Adam Mosseri, Facebook’s head of News Feed says “Pages may see their reach, video watch time and referral traffic decrease.” Replace may with absolutely 100% and you get a good sense of what your business Facebook organic marketing may look like.
Despite some recent reports, Facebook says that they are not removing all Page content from the news feed, just prioritizing friends and family and Page posts that “generate conversations.”
In this news release they also state that they’ll continue their crack down on what they call “engagement-bait”–posts that aggressively ask you to like, comment, or share (possibly by telling you that kittens will be killed if you don’t like or share a post) by demoting them. I think you’ll agree that this is a good thing.
What do the Facebook news feed changes mean to you?
Bottom line – unfortunately less organic (free) visibility.
They’re not saying your access to the newsfeed will be completely cut off, but I envision our organic posts getting cut back dramatically. But when you look at the trends over the last few years this really shouldn’t come as a surprise. Just a few years ago, Pages could expect 80% – 90% of their fans seeing their posts, recently it’s been as low as 1% – 3%.
What changes should you make to your Facebook marketing?
While none of us has a real magic crystal ball, we do have some recommendations.
- Change your organic posting strategy. I’d make organic posting even less of a priority for your business, especially if you’re in B2B.I’d focus on less “posting to be seen” posts and instead craft posts that encourage engagement and conversation without crossing the line into click- or engagement-bait.Say your business is a restaurant. Try posting a new dish each day, and even think about asking “name this dish” ideas to encourage engagement and start conversations with your followers.
- Add more videos and Live videos are even better! Facebook says “live videos on average get six times as many interactions as regular videos.”Facebook loves videos and rewards them with more viewers. Depending on your business model you could have a regular “show”, or just occasionally use Facebook Live on your phone or computer to check in with your followers. With live videos you’re more likely to reach a wider audience than with any regular post.
- Consider chatbots. When people do want to reach out to your company on Facebook, it’s great to respond to them quickly. However, that’s not always possible. With chatbots you can handle some of the more common questions and concerns with automated chatbots that will provide answers, direct people to the right department, or even have some fun with your customers.
- Start a Facebook group. You can avoid the news feed crap entirely by creating a group on Facebook. There are a lot of benefits to this, including new activity in the group often appears in group members’ notifications, increasing your visibility.
- Post more Facebook events. I don’t mean post about an event. I mean for you to create events off your Page and then invite your friends. Often updates to an events page will show up in an invitee’s notifications unless they’ve sent their regrets. Events can include a support group, a workshop, a webinar, or anything else that seems valuable.Don’t invite people on the other side of the country to come to an open house. Do this and isk getting muted or unfriended.
- If you are a small business be sure to post as yourself. You often are the face of your business and you want to have a one-on-one feel with your followers. But realize if you are constantly posting on your personal profile about your latest business then you’ll run into your “friends and family” wanting to mute or unfollow you. Keep it real folks.
- Get going with Facebook ads. If you want to reach your ideal clients you should be advertising on Facebook. You can target ads based on interest, geography, gender, pay, job title, etc.
- Try other platforms. Facebook may the world’s largest social media platform, but it doesn’t mean it’s the only way to reach your ideal customer. Your audience may be on
- Twitter, LinkedIn
- Instagram (owned by Facebook)
- YouTube, or a hundred other platforms, discussion forums, or channels where your ideal customers congregate.
The trick is in creating something that worth talking about. Most PR professionals will tell you not to write a press release unless you have something that is newsworthy. So, stop sharing mediocre content, stop running 10% off sales, and start doing something that will get people talking.
You don’t need to do all of these things to stay in front of your audience. Focus that works best for your business and work on creating more valuable content at your blog and optimize it for the search engines.