Last week Facebook announced a drastic change in the algorithm which determines what type of content shows on the top of users’ news feeds. The change comes as a response to the growing controversy over the social network’s role in people’s lives and aims to create a more positive experience for its users.
The key word in this statement is “people.” Over the next few weeks, with the new algorithm Facebook will start showing less brand content, marketing content and ads. The priority will be given to content which spikes interaction between people and encourages conversations. This is a reminder that Social Media is a channel that DRIVES TRAFFIC TO YOUR OWN WEBSITE!! It might seem obvious to make this point but you’re in control of your Social Media’s impact regardless of what changes Facebook implements.
So what does this Facebook change mean for your content marketing?According to Facebook, one of the key Content Marketing tools could be significantly affected. Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Thus, Page posts that generate conversation between people will post higher in their News Feed. For example, live videos often lead discussion among viewers on Facebook – in fact, live videos on average receive six times as many interactions as regular videos. In Groups, people often interact around public content. Small businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.
The first and most obvious consequence will be the limited organic reach that your content will receive. This means that you will have to rethink your content marketing strategy and how you utilize your digital assets - Newsrooms, Blogs, Main Sites, even Content Marketing Sites.
Tips:
1. Be more creative about the type of content you share. You will have to develop and execute a content strategy which allows people to have a meaningful discussion. Therefore, the focus should be on the experience that you provide for the user online and not just showcasing your brand.
2. Content marketers will have to find alternative ways within the Facebook platform to engage with the audience. An alternative is Facebook groups, as these will be highly prioritized on individual feeds and will give you a much higher visibility.
3. Share more live videos, events, and news that work at connecting with your community that prompts meaningful discussions.
Mark Zuckerberg predicted that the change will result in people spending less time on the social network which means that the advertising is very likely to get more expensive due to the lower number of ad impressions that the platform will be able to provide. Thus, smart advertising and linking to external content is key. If you wish to reach out to your targeted customers as a brand, you can still do so using Facebook Ads. However, to get the most out of your budget, you’ll want to evaluate how you structure your ad campaigns. Be targeted in how you advertise on Facebook, and spend even more effort in crafting razor-sharp Facebook ads that cut through the clutter.
Finally, as the leader in Content Marketing publishing software, now more than ever, brands need to create the type of content that “breaks through the noise,” according to Paul Evans of the Ad Buyer Agency, and “engages users in an authentic way.” Videos continue to show an increase in engagement over straight text, so now it is essential to include original video in your social media marketing plan. One way to do this is by publishing “value-based” content directly to your corporate content marketing site like Coke, Edison International, Red Bull do in order to give followers what they are looking for. This can be in the form of announcements or emotional videos that are created in ways that either reveal a pain point or elicit great pleasure. Another thing to consider when posting on Facebook is to ensure that you are speaking to your community of followers as a friend, rather than pushing your brand or relying on sales-type language when sharing organically.
Feel free to contact anyone on our team to further assist with your content marketing questions!
