We all probably know about Facebook’s new algorithm by now. The biggest social media platform on the Internet will be favoring posts from friends rather than public posts from, say, companies. It’s been a cause for concern for a lot of businesses who do a lot of advertising on Facebook.
The folks at Facebook have reassured advertisers that paid content won’t be affected much by this algorithm. However, the cost per impression rates, or the CPM as we call it, will most likely rise in the future. Pretty smart move by Facebook, since a lot of brands will now be doing their darnedest for their ads to be on newsfeeds more often.
There are also some who suspect that Facebook will soon bring the hammer down on certain kinds of content. We’re talking about those posts that go “share if you like our food”, “react with a heart if you loved this, sad react if you didn’t” or something else to that extent . You’ve got to admit, they’re very effective at getting those engagements going, but they’re considered low-quality and clickbait-y. We need to step up our game.
But should we advertisers really worry about it? Do we just need to make a couple of adjustments, change the way we look at the situation? Perhaps. Let’s see what are some of the things we can do, shall we?
Less Quantity, More Quality
More often than not, when we focus more on posting a lot of content, (for example, 4 posts in day), we tend not to work on the quality of the post itself. Sometimes we even outright neglect it. It might be a good idea to take a step back and slow down. Try doing 1 or 2 posts day, or maybe even a post every other day. You’ll have more time to create a relevant, timely post that can convey your message much more clearly. Now you can step back and watch those engagements come in once you’ve started boosting the post.
Try branching out from your usual style too. If your brand has focused heavily on content video marketing, consider holding live video sessions. This actually encourages more interactions from your followers.
Focus on the Influencers
Social Media Influencers can be your brand’s best friend. This is especially vital now that posts (particularly organic ones) from your business will no longer appear on other people’s feeds as much as posts from these influencers. This is a good time to strengthen your relationships with them so they will happily endorse your products for you in these leaner times.
Facebook’s new algorithm isn’t necessarily a bad thing. We can’t always help it if the company wants to change a few things with their users’ experience. In the end, what brands and advertisers can do is adapt and make the best of this situation.