As marketers in the world of social media, we tend to tread a fine line between managing the social personas of our brands and to engage with our personal followers and fans, who often constitute our own family and friends. Some are budding influencers, while some like to debate everything with friends, while others simply don’t have a well-established profile so to speak!
But, when it comes to our clients, our goals are aligned, to get them maximum reach, engagements and try to achieve the ages-old mythical viral campaign. Having said that, things have never been harder!
Facebook founder Mark Zuckerberg found himself in a similar conundrum and announced last month that Facebook would be changing its news feed algorithm to prioritise content from
“friends, family and groups.” Well and good you say, but the best bit comes after. He said, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful
interactions between people.” In simple terms, it’s now harder than ever for brands to reach out to consumers on their timelines organically.
Fret not though, it’s not the end of the world and you can take some measures to continue reaching customers through “meaningful interactions”. Here’s how:
Facebook Live Videos
If you aren’t spending ad money, nothing is more apt right now than live videos on Facebook. Live videos lead to more discussions among viewers and on average get six times as many interactions as regular videos. People tend to watch live videos for longer as well, as they
cannot anticipate what’s going to happen next. Your fans also get notified whenever a page starts a live video, if you haven’t yet, start using them right away!
Increase Your Ad Budget
Organic reach has been declining on Facebook for years and this new change hits the nail on the coffin. Businesses need to target the right audience and make sure that their content is on the top of the newsfeed and in the minds of consumers.
Engaging Quality Content
The term “meaningful content” by Facebook is geared towards content that generates a conversation through comments, comments will now drive reach and engagement on the content posted by you. Try to write on topics that spark up a conversation or including questions
on your products and timely updates on the current trending topics. You need to be part of the conversation to get people talking with your brand.
Say Goodbye to Engagement Bait
Like, comment, share and tag your friends to WIN! While these CTA’s used to be a winner and eye-grabber in the past, Facebook will now demote these posts on the newsfeed, when it things
any content might be spammy for users.
Let us know if you’ve been keeping these things in mind or if something else has been working for you and be sure to check #SocialSpeak every week!