A new algorithm is making life difficult for companies on Facebook, but perhaps we are still in time to adopt some small tricks.
New Facebook algorithm
Mark Zuckerberg, on January 11, 2018, announced a significant change that will cover the news section. How can brands and companies adapt? We’ll explain it to you in 5 real Ninja moves!
Facebook will give more and more value to the news of relatives and friends diverting attention to what they share and removing visibility to what is shared, however, by brands and companies.
In practice, the main trend of the well-known social will be to encourage users to find less relevant content and more meaningful social interactions.
In fact, this has always been the goal of Zuckerberg, who is simply bringing his creature back onto the right path of Dante. He wrote that “the public content – post of companies, brands and media – displaces personal moments that lead us to connect more with each other. Video and other public content have exploded on Facebook in the last two years. Since there are more public content than posts of friends and relatives, the balance of what is contained in the news section has moved from the most important thing that Facebook can do: help us to connect with each other “.
Moving from the theoretical to the practical, how will this change take place? This is what Bloirberg’s Shira Ovide explains: “The Company is reprogramming its computers to prioritize posts where people feel compelled to interact richly, writing a long answer to a grieving family member, for example, or someone who is experiencing a rupture, or sharing with strangers local TV news “.
Bad news for brands and companies
This is certainly not good news for “business”, but it is also true that Facebook has been going in this direction for years and it is not said that it is completely negative. Updates to the algorithm of the current news section will be used to eliminate some types of “poor quality” content, freeing them from labels such as click-bait or engagement-baiting.
Looking at the other side of the coin, you can see how the content that Zuckerberg wants to eliminate, in fact, was slowly moving people away from Facebook. There is therefore talk of an improvement that could save the platform and allow the same brands to continue to exploit it to their advantage.
Despite the changes we have discussed so far, Facebook remains a privileged online advertising platform: we just have to know how to evolve with it. So, no more talk, let’s go to the list of some strategies that every brand should adopt to stay afloat in the blue and white sea of our favorite Social.
Only the Community counts on Facebook
Again quoting Zuckerberg: “The public content that you will see the most will be kept to the same standard [that of other users, ed] and this will encourage more meaningful interactions between people”.
Now we have repeated in all the sauces: the most valued content will be those able to stimulate interactions of quality between people, it follows that companies, to not see their posts penalized and even use to their advantage the new algorithm, they will have to share the kind of material that generates conversations between groups and colleagues: people, in short.
Quality is more important than quantity
Even if the concept that I report is not true, it is not difficult to perceive the delirium of omnipotence that big numbers are waving under our noses, on social networks. For a company or a brand this can be a dangerous litter: hunt for numbers tends to move away from what the people behind those numbers really want to see: meaningful, meaningful content. Truth does not exist in the phrase I have indicated that says quality matters more than quantity.
A useful exercise to understand is to imagine holding a conference with a large audience. The more the speaker’s arguments will be interesting, the more people will be stimulated to talk to each other, to ask questions and to interact.
Create more videos, especially Live on Facebook
Needless to deny the success of videos on Facebook: they reign unchallenged in the Olympus of content preferred by users and, for this reason, the Social of Zuckerberg gives them priority in the news section.
Preference in preference: live video. As Zuckerberg says, in fact: “We have seen people interact a lot more under live video than normal ones. Some news helps to start conversations on important issues, but too often today watching videos, reading news or getting an update on a page is just a passive experience. ”
For this it is good to consider them an integral part of their marketing strategy on Facebook. Furthermore, to comply with the algorithm we have discussed so far, it is important to publish videos regularly.
The new algorithm will not allow you to reach large numbers of potential customers as before, which is why the one-to-one interaction is increasingly valuable. A good knowledge of the Messenger app will be extremely useful for this purpose.
To facilitate the use of Messenger, in November 2016 Facebook introduced “click-to-messenger” Facebook ads, which saw their debut on Instagram in May 2017.
Anyone with a minimum of experience in the field of Marketing knows how essential a good sponsorship strategy is. The staff is not much help in increasing Engagement: you need to plan and spend.
Advertising on Facebook can be extremely profitable, especially if assisted by experience, selection of targeted targets and a bit of proactivity.