Facebook has undergone some big changes in news feeds this year. What does this mean for business?
With measures put in place by Facebook’s creator Mark Zuckerberg, to increase “meaningful interaction” and make Facebook better for ‘people’s wellbeing and for society’, what we want to know is, what do these changes mean for business?
Here’s what’s been said in Zuckerberg’s feed; “as we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
So what does ‘meaningful’ mean?
By ‘meaningful’ Zuckerberg refers to posts that have people commenting and engaging (i.e. conversations), as opposed to passively flicking through their news feed. (Likes and shares are apparently deemed ‘interactions’, as opposed to ‘meaningful interactions’.)
What’s important to note here is that we’re talking about organic posts (not paid posts). So, if you’re doing general posts for your business, it will pay to make sure what you’re posting is engaging enough so that people are writing comments. You need to get people talking.
We hear black hat tactics like goading people into commenting on posts isn’t the way to go. Facebook has been trained to make the distinction and detect different types of ‘engagement bait’ (e.g. ‘like this post if you’re a Taurus’) and will demote these kinds of posts even more in news feeds.
Top tips for being seen
- Encourage people to like your page, not just your posts. That way you’ll appear more relevant to them
- Promote the ‘see first’ option. People can choose what posts they ‘see first’ in their news feed preferences
- Videos are popular and live videos get six times more interactions than general ones. If you want to start doing videos, look into an app called Facebook Creator
- Post relevant updates about your business, including events.
Word is that over time organic reach will hit next to no-one. Paid Facebook advertising, like boosts are still available and this looks to be the future for Facebook. Paid advertising hasn’t been affected by these updates as these avenues operate quite differently to the news feed algorithms.