Have you noticed a decrease in organic traffic on Facebook since their drastic algorithm changes? As digital marketers, we've certainly noticed a difference. While we can't change the algorithm, we can stay proactive and adjust our social strategies accordingly. Account Manager Kassi Whitman shares her takeaways and tips on prioritizing content that will respond well to these recent changes in the video below.
Let’s talk about Facebook.
It seems like everyone is talking about Facebook these days. Whether it’s Mark Zuckerberg or Cambridge Analytica, we have been hearing about it.
News aside – there is change that I want to talk about today, and that is a decrease in organic traffic from Facebook. This is a fact, and it’s due to the recent changes that Facebook has made to their algorithm.
I’m not going to get into the complex intricacies of the most recent changes in the algorithm over the last couple of days, because:
- Only a select few know the algorithm in its entirety, and
- Honestly at this point you all need to know is how to stay relevant, and we can’t control algorithms – but we can outsmart them a little bit, so let’s talk about a plan.
Let me tell you a little bit about the content that Facebook does like.
Facebook is rewarding posts and content that have the most organic, meaningful, engaging, shareable posts that are created and shared. Those posts will get the prime real estate within users feeds. Facebook and Instagram are also rewarding posts by showing them more frequently if people spend a significant of time viewing and engaging with them.
1. Posts from family and friends will always have the top priority.
We can’t hardly be surprised by this, as this was Facebook’s motive from the beginning.
2. Posts that are informative and entertaining are prioritized next.
Seems obvious – but there still is a hell of a lot of spam out there.
3. Facebook prioritizes timely content.
4. Focus on content that educates vs. promotes.
If any of you are familiar with the inbound methodology, then this content strategy isn’t new to you. Basically, cut the direct sales speak with top of the funnel leads. Educate them a little first.
5. Use genuine, relevant, and trending hashtags.
6. VIDEO, VIDEO, VIDEO.
We already know that Facebook and Instagram want people to spend more time on their platforms, so they are rewarding content that gets people to stay on longer…so that means that video is mega rewarded
7. Whether you like or not, you’re going to have to pay to play.
Start thinking about a paid strategy for Facebook, and also start thinking of it as a paid platform. Running ads isn’t too terribly hard, but you’ll need some budget.
8. Continue to post consistently.
The more you post, the more engagement, and the more engagement, the more likely your posts will show up in users’ feeds in the future.
9. Focus on what you can control – Your website and blog!
Algorithms are here to stay – pay attention to updates.