Facebook has announced many new changes to their news feed algorithm in the past few months, but what does this mean for marketeers?
It was Heraclitus who said “Change is the only constant in life” and the adage remains true for social platforms, as Facebook has once again changed its news feed algorithm. As always, the tech giant is working social media marketeers hard in the quest to scoop up traffic from Facebook to clients’ websites.
For many, Facebook is a business place, where highly focused consumer targeting can take place. It is easy to forget though its primary purpose as a social network used for connecting people with their friends and family.
Don’t get lured by the “engagement bait”
Back in December, Facebook responded to many complaints from users concerning the high volume of spam related posts shown in their news feed, coined “engagement bait”. These posts try to incentivise engagement, such as sharing, liking and tagging friends in the comment section. Those that use this tactic will see a significant drop in reach. The best way to avoid Facebook persecution is to post quality content to insight genuine discussion.
The main stinger for social media marketeers comes from the January 2018 changes. Mark Zuckerberg announced that he wants to increase “meaningful interactions” on the platform. So that means seeing less posts from media outlets and businesses and more pictures of your uncle’s dog and best friend’s recent holiday. This means your business is going to have to work that much harder to continue to attract the same level of traffic.
Facebook aren’t trying to make marketeers lives difficult on purpose but these changes are designed to improve user experience on the platform. As long as you continue to provide engaging and quality content, you shouldn’t take too much of a hit in traffic and reach. It should also be noted that videos are still highly prized on Facebook’s algorithm.
If you would like advice regarding social media strategy or content creation get in touch with our team.