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It seems like the most popular social media platform in the world, Facebook, changes just about every time we log on. The List feature was recently released, group chats are connecting people both online and offline, Messanger chatbots are growing in popularity, and…DUN DUN DUN…Facebook has a new algorithm. While some of these changes are beneficial for users, they can present challenges for businesses that use Facebook to connect with their fans. We thought it would be helpful to give you a breakdown of what Facebook’s new algorithm means for your business and tips on how to deal with, and maybe even embrace, the challenges this change brings.
Organic Reach is Declining for Businesses
Like we mentioned, Facebook has been rolling out big changes to its algorithm, and if you’ve got a Facebook page for your business you’ve probably noticed (and might not be too happy about it)! Facebook’s new algorithm makes it harder for businesses to achieve organic (unpaid) reach. Long gone are the days where every Facebook post you send out to your business’ followers gets tons of likes, comments, and engagement. Now a’days, only a small percentage of your Facebook fans will actually see that post you poured your heart and soul into creating. This is because of the algorithm changes that have been rolling out (and will continue to). Why is Facebook is making these changes? In January 2018, Facebook’s founder Mark Zuckerberg said,
“We built Facebook to help people stay connected and bring us closer together with the people who matter to us…Since there’s more public content than posts from your friends and family, the balance of what’s in the News Feed has shifted away from the most important thing Facebook can do – help us connect with each other.”
To remedy this, Facebook has been updating its algorithm so people will see more posts from their friends and family and less public content, like posts from brands, businesses, and media companies. So, what can you do about this? Should you just stop posting on your business’ Facebook page altogether?
The answer is NO! Although it will be more difficult to organically reach your fans, it’s not impossible! Here are some tips on how to reach more people on Facebook.
Post quality content that engages your customers
Try asking interesting questions that will prompt a conversation with people connected to your page. The more someone interacts with your brand, the more likely they are to see content you post.
Utilize the “See First” option
Don’t be afraid to ask your brand’s followers to select “See First” in their news feed preferences so they are sure to see your posts. If they’re interested in seeing content from your business, they have the option to do just that! Your job is to remind them of this, so do this on a somewhat regular basis.
Take advantage of Facebook Live videos
Facebook’s algorithm favors these types of videos, so you have a better chance of connecting with your fans this way. Nervous about going live? Don’t be! Do a little research, do a practice run or two, and then just dive in. You don’t have to be perfect, Facebook Live isn’t meant for dry, scripted videos. Need some inspiration? Here are examples of companies that are utilizing Facebook Live in fun, engaging ways.
Invest in boosting posts and/or Facebook ads
Even if you don’t have a big budget, allocate a little bit towards boosting high-quality posts so you can reach more people. Boosting posts pushes them out, not only to your current followers but also to people who haven’t liked your page yet. Take advantage of the targeting options so you can reach people more likely to be interested in your business. Facebook ads are also a great way to promote your products or services, and they’re relatively cheap compared to other forms of advertising like TV, radio, and print. They’re also ultra-targeted so you can deliver your message to the right people.
Yes, Facebook’s new algorithm throws a bit of a wrench into things, but we hope these tips will help you keep growing your business’ presence and connecting with customers through this platform. If you need a hand managing your business’ Facebook and other social media platforms, or if you simply don’t have time to do it yourself, call our experienced social media experts at Tight Line Productions! If you’re interested in advertising on Facebook our digital media strategist is one of the few Certified Facebook Planning Professionals in Brevard County. Our full-service advertising agency in Melbourne, FL can handle anything from social media management to paid digital ads, video production, web design, and more. Contact us today to see how we can help grow your business.