How the New Facebook Algorithm Changes Your Ad Strategy
Every time Facebook updates it’s algorithm, the world of digital marketing runs around like the apocalypse has come. The newest update is no different, LittleThings has even blamed its shutdown on the switch. But for marketers advertising on Facebook, the newsfeed changes may simply mean a change in voice and strategy.
What it means for most people right now
For more traditional Facebook marketers, who promote themselves primarily through their page, the new algorithm will change the way you should market your posts. Zuckerberg warned that “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
So, if you’re a page owner, make sure you’re creating content your audience wants to talk about. Posting things like articles and videos that people will naturally want to talk about with each other may be a good start. Instead of creating content that promotes your next brand goal, try to create content that helps your customers reach their goals. This approach of customer-first content will help you stay relevant throughout algorithm changes.
Be careful you’re not begging for comments or interactions though, as Facebook has warned that they’re cracking down on engagement bait and will target posts that specifically ask for likes, shares, or comments.
Keep in mind that the “See First” option will still work for people who select it. Encouraging your followers to take advantage of this button can help you to maintain and grow your organic page reach.
What you should be doing more of in the future
Going forward, it’s become clear that two things will start to prevail if you’re looking for organic traffic: groups and live video.
Groups
Facebook’s main goal behind this algorithm update is to facilitate meaningful interactions between users. So creating a community in which those meaningful interactions are possible is a great way to boost your brands visibility and get people connecting with you in an authentic way.
You can create groups that provide many different communities for people. Since we’re an Facebook ads software, we have a few groups that focus on creating communities for people who want to learn about how to improve their business with Facebook ads. We provide helpful content that makes it easier for them to get started with Facebook ads, and they end up using our software.
Everyone has some knowledge that others can benefit from. Think about what that means for your business and what you can provide your community. Then create a group that gives people a place to share that knowledge.
Live Video
Facebook has made it clear that live video will soon be king. So if you’re not experimenting with it yet, now is the time. News Feed head Adam Mosseri has said, “live videos on average get six times as many interactions as regular videos”, making it the place to be if you’re looking to create video content that gets people talking.
Creating live videos may seem like a daunting experience, but it doesn’t have to be as scary as it seems. Facebook makes it easy and intuitive to start a live video and even offers lenses and filters to help you make your videos look amazing. Check out this awesome guide by Hubspot for all things Facebook Live.
We know algorithm changes can be scary, but focusing on creating quality content and testing lots of different formats can help your ads shine. Adchill can help you test tons of audiences, creatives, and bidding strategies to help you find what works for your business on Facebook ads. Grab a free trial today and see how much easier testing becomes with Adchill.
