Last Thursday, Facebook announced it would be updating the News Feed to prioritize posts from friends and family over content from businesses, brands and media. As you can imagine, this sent marketers into a frenzy with some calling it the “Facebook apocalypse.” But before you start to panic, there are still a lot of unknowns about what the update will mean for brands and we aren’t likely to get answers until the update rolls out in the next few weeks.
The change comes after Facebook received complaints from its user community that branded content was eclipsing content from family and friends, and Facebook is going to try and change that. Brands will only succeed if people engage with their content in a meaningful way. Here are some tips on how to do that:
- “See First”: Ask your followers to update their News Feed preferences and add you to their “See First” list; this is a way to ensure that your followers will see your content.
- Employee advocacy: Because Facebook is putting so much emphasis on person-to-person interactions, employee advocacy may be an avenue worth exploring. It will be much harder for you to get your content into News Feeds organically, so have your employee ambassadors post content.
- Live videos: This is on the list because live videos have traditionally gotten a lot more engagement than other forms of content, and now post engagement counts more than ever!
- Advertising: With diminished chances of your organic content showing in followers’ News Feeds, it is likely that many brands will turn to paid advertising on the platform.
- Groups: One potential option would be to form groups because the announcement states that group content may get a boost from the change. For employers, this is an opportunity to form groups to keep followers informed of open positions, hiring events, etc.
- Engaging content: Gone are the days of being able to post a link to an open job post and expect it to drive organic traffic from Facebook! It’s going to require more work to produce content that people will actually engage with.
- Abandon engagement bait: Asking followers to vote on things using reactions or asking people to share your content in exchange for a reward are tactics that will only see your brand punished, and the only way to guarantee the success of your content is to make it worthwhile for people.
In the next couple of weeks, you need to consider how this update will impact your brand and rethink your organic content strategy on Facebook. Contact CKR Interactive with any questions about the Facebook News Feed update or for help with your Facebook content strategy.