Facebook announced last week a plan to overhaul users’ newsfeeds to weed out business and celebrity posts in favor of more meaningful engagements from friends and family. This has caused some serious waves in the social media world, as Facebook has been making it increasingly difficult for businesses to reach their audiences organically. Since the big brands have large budgets for highly-targeted, paid social media ad campaigns, this means it’s the small businesses that will suffer.
We’re still waiting on more details, but here’s what small businesses need to know right now:
Get Reacquainted with Your Followers
Think quality over quantity, because this new change means fans who don’t regularly engage with your content will probably never see it. Facebook’s news feed algorithm is designed to show you what it thinks you want to see. If someone is visiting your page (by actively navigating to the page), as well as sharing and liking posts, that will earn you a space in their newsfeed. If a fan liked your page awhile ago, and doesn’t appear to be that interested, the algorithm will note this and show little to none of your content.
Focus on Engagement
One of the first things a business can do is encourage fans and followers to add their pages to Facebook’s see first feature. After that, it’s time to really focus on engagement. Videos and Facebook Live continues to yield great results, as does colorful imagery that inspires comments and shares. Think of Facebook as more of a way to have a conversation with your target audience instead of just talking at them.
Commit to an Ad Spend
After this change, reaching your target audience organically is going to become virtually impossible. Decide what your goals are for Facebook - website clicks, lead form completions, etc. - and put together an advertising plan. Start by creating a schedule of boosted posts and keeping a close watch on the results. Is one type of content seeing more shares than another? Create more of those types of posts and go from there.
If you’re interested in more information about Facebook advertisements, check out our blog on how to get started.