The recent Facebook algorithm changed how its News Feed prioritizes content. On January 12, 2018, Mark Zuckerberg announced that users should “expect to see more from friends, family, and groups” and less from “businesses, brands, and media”. This obviously has a lot of businesses that were focusing on Facebook posting in a panic. Organic reach on Facebook business accounts has declined since the new algorithm rolled out. Currently only 2-5% of your business Facebook “likes” see your business posts. The resulting change we are seeing is a shift from organic Facebook posting to paid Facebook ad campaigns. Ad prices have increased. But Return on Investment (ROI) remains high with Facebook. Facebook advertising has become more complicated. In fact, Facebook can turn down the ad you designed for a number of reasons. Facebook has started running ads in Messenger.
Facebook marketers have to adapt to this shift.
The Facebook News Feed update “will also prioritize posts that spark conversations and meaningful interactions between people.” We all want to know what “meaningful interaction” means? Here’s a list of interactions we think the updated News Feed algorithm would mark as meaningful:
• A page with posts that get a number of responses
• People commenting on or interacting with a page’s live video
• People responding to page posts shared through Messenger
• Any interactions that people have with a page post that has been shared.
In fact, videos and Live videos are ranking higher organically. And make sure the video has a caption.
Focus on posts with a question or evoke emotion. Ask people to comment and share the posts.
Original content posted on Facebook, not being shared from a blog will rank better.
Ramp up your Facebook advertising efforts on top of the organic posting. Finally, keep your focus where it should be: on cost-effective, smart Facebook ad campaigns that will reach your focused audience more than organic posts could ever before.
Don’t panic. Either hire a professional to help you with a focused Facebook campaigns or get professional training to learn how to do it yourself. At Fisher Design, we do both.