Now that the dust has settled since Facebook’s algorithm announcement, it’s time to take a step back to look at the big picture. As a brand or an agency, it’s crucial to be able to fully understand and assess this change as it relates to not only your content development and strategy, but your larger social media strategy.
- The new newsfeed algorithm prioritizes posts shared by friends and family over those from publishers, brands and other pages
- The change was designed to hit publishers the hardest, so brands need not freak out
- As always, the focus needs to be on the content we are creating – content that is relevant to our audiences and highly shareable will be the best way for us to combat this change
- This does means encouraging shares will become more important
- The need for advertising is going to continue to build – if you don’t have an ad strategy on Facebook yet, you need one
- The cost per engagement for ads may go up with demand, so we need to be conscious of this when planning budgets
- Encourage clients to diversify their ad spend, if they do not already, across platforms rather than relying solely on Facebook ads (Did you know LinkedIn, Twitter, Instagram and Snapchat do ads too?!)
As Contently says, this announcement reminds us, “Facebook is a media force unlike anything we’ve ever seen. It controls not just the viability of individual media and marketing businesses, but also the primary way many people across the world get their news and stay informed. It has incredible power.”
So what are brands to do? Well, for starters, it’s key to acknowledge that there will always be things out of your control. Social media is dynamic – that’s what makes it so exciting. This Facebook algorithm change is out of your control, but what you can control is how well you adapt and optimize for this shift. Having a solid social strategy that ladders up to your business objectives with measurable KPIs are within your reach.
So if you would like to learn more about our approach or ask questions, comment below or connect with us.