Facebook has made things a little difficult for marketers. First, there was free earned media. Then there were paid ads as a way to attract and engage millions of followers. But now they've created restricted access. Facebook has systematically reduced access to a brand's fanbase back in 2012. That's when they restricted a brand's organic reach to about 16 percent. And in 2013, the restricted it even more. A recent study shows that around 2% of a brand's fanbase actually see brands posts. A lot of marketers assume that brand reach will soon be down to zero.
Why Brands Are Thinking About Leaving Facebook
After the algorithm change, a lot of marketers are asking whether or not the metrics and ROI are even there. If marketers have to pay for what they used to get for free, what's the impact of Facebook advertising? How does it actually sell products? Does it really build brand loyalty? Engagement on Facebook is dwindling. Especially when it comes to being a useful metric. But there are a few numbers that DO justify a sustained investment in Facebook ads.
If you decide to completely abandon Facebook for other social networks. And don't worry, there are plenty out there with a good audience base. Such as Twitter, Instagram, Pinterest, and Tumblr. A lot of them have increased sales efforts with new packages that are dedicated to customized units.
Don't Worry: Success On Facebook Is Possible
There really are tons of success stories on Facebook, even after the algorithm change. But you need to put the time and effort into actually making it happen. That also means you need to stay on top of any of the changes that Facebook implements. It's the only way to really stay ahead of the game.
How To Stay Succesful On Facebook After the Algorithm Change
So yes, don't worry! You CAN use Facebook as a way to achieve your marketing goals. But only if you have a specific goal in mind. Marketing requires specifics, especially if you want to see good results. If you find that a certain type of post doesn't get a lot of engagement, or you create an ad that gets an awful click-through-rate - opt for some different messaging.
1. Focus On Engagement
You really need to make it a point to focus on creating engaging content. If you use content that sparks a conversation, you're headed in the right direction. Granted you could see a drop in your organic reach, but your Facebook strategy won't be affected too much.
But if you started out on Facebook with the main goal of awareness with news purposes, it's time to change your strategy. For example, you need to seriously think about how you can deliver the news in a way that will make people want to join the conversation.
The main thing to remember is that Facebook has made it clear that it doesn't like "engagement bait". If you post content that encourages people to share and comment, you WON'T see an increase in organic reach. It just goes against what Facebook wants. However, you can still create engaging posts that people WILL want to comment on and share.
2. Test Different Types of Content
The quest for engagement can be made a lot easier if you test different types of content. Video content is something all brands should test out. Especially because Facebook has been stressing the importance of video content for a while now. And yes, posts with images will always get more attention than a post with nothing but a wall of text.
Don't forget, engagement is still the most important factor when it comes to highlighting a post. You need to make sure that you seriously think about how each content type can become more engaging. Then you can start experimenting with all of them.
Facebook has even mentioned it as an example of what could work better than other content types:
“Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities.”
3. Work On Creating A Community
Social media platforms are all about connecting. And if you haven't already done so, you NEED to start focusing on building a community around your brand. Once your audience feels more involved, you'll get a lot more opportunities for engagement.
You can always improve your engagement with the right kind of conversations. Let's say you about to launch a campaign and you don't know where to start. The best route to take is an authentic storytelling approach. One that features the members of your community. This makes them feel like they are apart of your brand. As a result, they'll be more inclined to share the campaign with their friends.
4. Make Your Content More Shareable
Your content needs to be engaging AND shareable. This is not an opportunity to create clickbait posts. On the contrary, you need to make sure that you focus more on creating quality content. As a result, it's okay to relax a little bit on the quantity.
With that being said, you need to test your content frequently to see how it performs in terms of engagement. Then you can start to experiment with how often you post. Besides even if you post once or twice a week, you can still make it to your followers' news feed. Just make sure that you create content they want to receive from you. The best way to do this is to try different approaches.
You also need to make sure to create an air of authenticity. This will help make sharing your content as effortless as possible. For example, if you feature a video with an influencer, it might be more effective to get increased engagement through the video content. Instead of the caption. When it comes down to it, you need to be more creative and never forget to start a conversation.
5. Look Into Facebook Groups
Facebook groups are a great way to increase the focus on community. Plus it brings people together and makes for more engagement. It's the perfect place to connect with like-minded people over any topic. Not to mention, it's an awesome space to focus on conversations that matter most.
With that being said, it makes sense that brands should also look into the benefits of Facebook Group. You just need to make sure that you meet your core objectives. So if you're a brand that wants to build engagement and develop a relationship with your existing audience, it's time to look into Groups.
The main thing that makes Groups most appealing to users is that they feel more involved. If a brand manages to serve as a moderator of the conversation, then it can also extend to the brand's page.
6. Use Facebook Ads
With Facebook Ads, brands can make sure that their content reaches their target audience. You can do this by boosting posts or creating targeted ads to meet your brand's objective. But you need to remember that you have to be strategic. The wrong objectives can lead you down the path of wasted money. You know you've created the perfect ad when a campaign brings you better results than you thought it would. Trust me this does happen!
Your best bet is to start experimenting with different post types and create an add that brings you closer to your audience. You should always try to improve your engagement and be more strategic with your promoted content.
7. Try A Multi-Platform Approach
Facebook is NOT the only solution to a successful social media strategy. Even though Facebook might be the most popular social network, it doesn't hurt to include different platforms. Maybe your audience isn't responding to your Facebook posts anymore... if so it's time to improve your engagement on other platforms. Take your time and start testing out where your audience is. Then you can experiment with different content ideas.
It also doesn't hurt to start adding email marketing to your social strategy. It's an easy way to build an audience that's eager to follow your brand. That way you can use your Facebook page as a place to post exclusive content because your audience already knows about it.
Never forget: Facebook is all about the people.
Brands should never forget that Facebook truly is all about the people. It's always a good idea to show your human side and create content that your target audience can relate to. Your main goal should be to develop a relationship with your audience - no matter what.
The best ways to maintain the success of your Facebook Page is to...
- Tell stories
- Be engaging
- Be authentic
- Ask questions
- Use Facebook Ads
- Join Facebook Groups
- Create more live videos
- Test different content types
If you create the right type of content and make it a point to engage, the algorithm shouldn't really affect your success. So, maybe the party isn't over just yet. Have you noticed any changes since Facebook's algorithm page? If so, let us know in the comments below, so we can discuss!