Facebook's algorithm change and what it means for your brand
Earlier in the year, Facebook announced it was making some pretty big changes to the way it prioritises different content.
Facebook is always changing its algorithm in an effort to improve its user experience, but none have sparked as much discussion/panic as the recent ‘meaningful interactions’ update.
Basically, Facebook would like to ensure that time spent on the platform isn’t spent mindlessly scrolling through the News Feed. Facebook CEO Mark Zuckerberg has stated that users can expect to see more posts from “friends, family, and groups”.
Create engaging content
This is much easier said than done. Facebook has indicated that content that generates ‘active’ engagement, such as commenting, sharing and reacting will be ranked higher than those that only generate ‘passive’ engagement, like clicks or views.
Basically, make sure your content has the potential to spark a conversation.
Tap into the power of ‘groups’
Facebook Groups are a fantastic way to build niche communities around a cause, issue, hobby or pretty much anything.
Groups have an amazing potential to generate discussion between like-minded people from all over the world. When set up correctly, these groups can become a perpetual conversation machine, requiring only occasional input from you.
Consider paid advertising
If all else fails, utilising Facebook Ads Manager is a sure-fire way to get your message in front of people.
However, you should ensure your content is meaningful and relevant to your audience to avoid turning people off your brand. Facebook has some extremely detailed targeting options, so instead of wasting your budget displaying your ads to everyone in the country, think hard about who would benefit most from viewing your content.