Marketing Tips to Survive the Ever-Changing Facebook Algorithm
One of the greatest challenges you will encounter in social media marketing relates to the ever-changing algorithms in sites like Facebook and Instagram. Even though it is evident that social media platforms are now a primary component of internet marketing, sites change everything from their design elements to the core functionality. Whether Facebook changes its algorithm to offer better experience to the users or to make more money, you should work to remain on top of the changes and know how to change your marketing strategies. Here are a few tips to help you survive the always-updated algorithm.
Facebook has announced changes to their news feed feature and the move might highly affect how individuals interact on the platform. The algorithm change is aimed to reduce the number of news, marketing articles and advertisements appearing on the platform.
With that move, the number of vacation videos, photos and family-friendly posts about people you know will increase. It is a major change for the platform, which has shifted from a social networking service that connects family and friends to the world’s big distributor of online ads and news.
Post more engaging and quality content to prompt customer comments.
According to Zuckerberg, the founder of Facebook, meaningful interactions are simply “comments, comments and more comments”. During his announcement, Zuckerberg stated that pages that post things that people typically do not comment on or react to could witness the biggest decline in distribution. People who prompt conversations between friends with their posts are less likely to see any effects.
As a business marketer, you should start creating quality and engaging content that will spark conversations between users. Try to include questions on every post and write about the timely and relevant topics that your audience will comment on. That way, more users will see your posts if their friends or family comment on them.
Encourage customers to like your Facebook Page
Among the changing things on the Facebook news feed is your ability to ensure that you are seeing posts from your favorite pages. Previously, you could achieve that easily by selecting “See First” in your news feed preferences. Therefore, when marketing, you should not be shy about asking your customers to follow your Page on Facebook. You can also remind your loyal customers about Facebook’s “See First” option.
Increase your advertisement budget
Organic reach has been declining within the last few years across the major social media platforms and you might therefore be a whiz at advertisements. But because Facebook is reprioritizing content from publishers and brands, your skills in advertising will be more important. You must know how to attract new customers and to do more with your advertising dollars.
Start using Facebook Live Videos
The new algorithm favors videos but live videos are more important. When announcing the new algorithm, Zuckerberg wrote that live videos mostly trigger conversations among Facebook viewers. Actually, live videos receive around six times more interaction as the regular videos on average. Put differently, if you have not already invested your energy and time into posting live videos on the social platform, you should start doing it. Live videos are among the few solid content examples that will perform excellently under Facebook’s new algorithm.
Invest more time in Facebook Groups
Facebook groups run on the foundation of audience engagement and therefore this marketing tactic will serve you better under the newest algorithm. To start, try to identify new ways of engaging customers with Groups alongside your Page and your advertising efforts.
Establish your position on every popular social media site
Facebook might be a victim of its success. The large amount of content streaming on the network is among the reasons why its organic reach is always reducing. Facebook is already crowded and at times, quality photos and posts get lost in the content sea.
Vine, Twitter, Tumblr, Pinterest and Instagram are smaller but have passionate, targeted and engaged users. Social reach is well and alive on the networks. To engage your followers, fans and potential customers start using the sites.
And if the thought of reaming active on the networks seems overwhelming, combine user-generated content from the networks with a single hashtag. With a branded hashtag, your campaigns will elicit responses from Vine, Facebook, Instagram, Twitter and Youtube.
Emphasis on cross-promotion
Facebook’s organic reach has highly reduced. Therefore, some marketing campaigns might never reach the intended audience. Therefore, to succeed in your marketing campaigns, you should be ready to publicize your content outside the social media world. Use television advertisements, email newsletters and online ads to reach a steadier stream of participants including without a huge Facebook launch. That alone will generate momentum that will provide your company with a great advantage over the other firms that rely purely on organic reach.
Optimize performance efforts
A large percentage of businesses, those on Facebook, have seen decline on impressions they receive on every post. That is frustrating and is something that you have to think about. However, it does not mean that Facebook is a worthless marketing tool. You have to research and develop content that drives clicks, sales and engagement. With the right information, you can optimize your future content to drive better results.
Prioritize on emails
Within the last one year, both companies and individuals have realized the benefits of fostering firm email relationships. Email is a powerful tool that can connect you with your prospective customers and drive sales. Therefore, it is important you start formulating ideas on how to drive more email signups. Some tactics like contests will help you rein in the power of Facebook and take full ownership of the relationships between you and the customers.
Leverage and Analyze social data
The frequent changes of Facebook’s algorithm have been a huge problem for most companies. And if you have been using Facebook to market your product or services, you might have realized that in addition to the shrinking audience, you are renting audience – not owning your audience. Renting audience means that you have to pay every time need to communicate with them arises. Push for more ownership of your audiences by collecting their contact information and any other data that can help you contact your customers directly.