The New Facebook Algorithm Change & What It Means for Businesses
Facebook announced they will be making a change to their algorithm, and since the update people seem to be talking about it as much as Bitcoin! In this article I’m going to break down what it is, what it means for you and how you can take advantage of the new update.
What is the update?
Zuckerberg told the world that Facebook will be altering the news feed algorithm to prioritize content from “friends, family and groups”, and specifically wrote “You’ll see less public content like posts from businesses, brands, and media.”
This is where businesses and marketers alike lost their sh*t again, frustrated that Facebook is making it harder and harder for businesses to reach their own fans.
What will change?
Soon you’ll start seeing organic page reach drop, and you’ll see more photos of your friend’s barbeque rather than the Huffington Post.
Why did they do it?
Facebook wants to go back to what it ‘once was’ which is about connecting with people you care about, and reduce the amount engagement ‘bait’. You know - those posts that go ‘tag a mate who you can beat at FIFA’, or ‘like if your a guy, heart if you’re a girl.'
Which to be honest - is pretty annoying anyway.
It also wants to reduce the influence of news media, which I am a fan of because many publishers profit from getting views, and they’ll do whatever they can to get it which leads to some pretty ridiculous headlines...
What do you need to change?
Just don't fall into the ‘engagement-bait’ category. There’s a lot of blogs and videos about ‘hacking’ the algorithm and leveraging engagement to get into more feeds (as mentioned before, with the whole ‘COMMENT ON THIS IF YOU LIKE CATS’ stuff). Don't do that.
Focus on genuine, timely, engaging, quality content that encourages people to comment and create genuine discussion. In Zuck’s words, created ‘meaningful interactions’, not just surface-level, viral engagement. Put simply, just talk about what your customers are talking about. Live streams are a great option if you’re up for it!
You may also want to increase your budget to reach your audience (more on this below).
If you're a genuine business you don't have to worry. You just have to keep doing the right thing.
Yes, anytime the organic reach goes down it is annoying, however this is actually a great opportunity. Once again, the playing field has been levelled, and there is room for people with genuinely useful and engaging content to rise to the top.
The other opportunity is that if you spend $5 on the occasional post, you can now reach more of your audience, who probably wouldn’t have seen your post before the algorithm change anyway. A chunk of our budget for my clients is allocated for nurturing existing fans and sharing fun content, which is how you build trust.
If you were freaking out, hopefully this article has helped you understand what the change is, why they did it and how you can work with it instead of against it. If you want to take you social media to a new level in 2018, download my free guide below!