Best practices for posting on Facebook in order to reach your target audience in 2018.
300 Words Summary or Less
Facebook has changed their internal algorithm and the way that they show people posts from businesses and brand FB pages. Facebook is moving away from viral content that just wastes time, to more meaningful interactions and to time being well spent on their social media channel. What does this mean?
The posts that you’re sharing from your FB business page are going to be shown to fewer people. How do you combat this?
Post more engaging, valuable content! Your #1 goal with Facebook should be to get your audience to leave comments and start discussions on your posts.
Want to know more? Keep reading!
Need help? Check out our Facebook Advertising and Social Media Marketing services >>>
It’s 2018 and Facebook is changing…
Facebook’s algorithm (how they choose what posts to show on your news feed) has just changed! Thus, with this change of their algorithm, the whole practice of how to best post on Facebook in order to reach your target audience has changed! Gone are the days of being able to grow your business and FB page by mindlessly sharing adorable cat pics, or “Tasty Cooking videos.”
The new strategy for posting and growing your business through Facebook can be summed up with 2 words: value and engagement.
Here is a deeper look and understanding on what exactly these new Facebook changes consist of, and how you can combat them by providing true value and meaningful engagement in order to best reach your target audience in 2018.
A quick summary of what’s going to change with “the new Facebook”
This new update that marketers are calling “Facebook Zero,” slowing started rolling out on February 5th, 2018 and it is rewriting the game. In January, Facebook CEO, Mark Zuckerberg, announced,
“The research shows that when we use social media to connect with people we care about, it can be good for our well-being, and that correlates with long term measures of happiness and health…Based on this, we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams, to a focus more on meaningful social interactions.
As we roll this out, you’ll see less public content like posts from businesses, brands, and media — posts should now encourage meaningful interactions between people.” (see full post here:https://www.facebook.com/zuck/posts/10104413015393571)
Again, a simple way to put this is Facebook is looking to increase the value and amount of engagement on their platform. Although this is going to throw a wrench is most businesses marketing for a while, It’s nice to hear that a CEO is actually wanting to do better for humanity.
What do you think about Zuckerberg’s announcement? Let us know your thoughts on our Facebook page and join the discussion.
So, what exactly is going to change in the coming weeks and months:
- Less public content (posts and videos from businesses) will be shown on the FB news feed.
- A business pages’ organic reach (the amount facebook shares your content automatically) will decrease.
- This also includes video watch time, referrals, shares, and likes.
- All posts will now rank differently; priority will be given to “posts that spark conversations and meaningful interactions between people,” according to Facebook.
6 things your business can do to improve its effectiveness with the new Facebook:
- Post less frequently
Gone are the days of just posting to post. If you’re going to post on your business FB page, do it with purpose!
- Create content that’s goal is to stimulate and inspire conversation
Cute puppy pictures and cat videos are all fine and dandy, but your goal now is to provide value and get people talking! Ask for your audiences opinions, viewpoints, or suggestions; the posts with the most (and longest) comments wins!
- Learn about and utilize Facebook Live Video
Stat from Facebook: “FB Live leads to 6x the amount of interactions as compared to regular posts.” If your goal is to get your audience talking and interacting with your content, then this makes almost too much sense! Ready, Set, Facebook Live!
- DON’T ask for comments in your post
Don’t let this confuse you; just simply don’t use words or phrases like, “leave us a comment below,” or “comment for your chance to win.” Engagement bait will be demoted in the News Feed. People have been using this platform for so long that they know how it works and where to leave comments! If you ask meaningful questions, the comments and feedback will come!
- Master Facebook ads
Everything that we’ve discussed so far is all in reference to organic content. Facebook’s #1 revenue source is still advertising, and that will not change anytime soon! FB ads are the only sure-fire way to get more eyes on your content and drive specifically targeted custom audiences to your site.
- Learn and utilize FB Messenger Chatbots
Messenger is the newest addition to Facebook, and chatbots are the newest addition to Messenger! Bots will allow you to nurture your leads and sell directly on Facebook. Learn more about FB Messenger Chatbots on this company’s blog: ManyChat – https://blog.manychat.com/ultimate-guide-messenger-marketing-and-facebook-chatbots/
These changes are going to likely require a change in your current Facebook marketing strategy, and you’ll most likely need to learn some new tools, but in the end, I think it will be all the better for everyone. What FB has now essentially done, is forcing businesses to get rid of all the clutter and time-wasting posts, and really focus on providing value to all audiences.
Looking for help in implementing these new strategies? We’d love to talk.