Will the Facebook Algorithm Changes Impact My Marketing Strategy?
As you may have heard, Facebook has made some changes to the way users will see posts on their timeline. These changes will put more emphasis on posts from friends and family and less emphasis on passive posts from brands and companies. There are a few factors that go into the reasoning behind these changes as well as how it will impact your social media marketing strategy.
What Changes Are Being Made?
Facebook released an official statement going over the changes that will take place in the newsfeed. As with other recent changes, they announced that the Facebook newsfeed will prioritize content from friends and family over content from brands and business pages.
Facebook has two goals for these changes:
- Decrease “passive” content on a user’s newsfeed
- Increase content that encourages interaction and engagement
Basically, Facebook wants users to see content on their feeds that Facebook thinks they will interact with through likes, comments, or conversations with other Facebook friends.
They want to show you less posts, articles, and videos that you just view and scroll past - even if the content is something you may be interested in - because they want to decrease passive views.
On the other hand, they will give more recognition to posts that do increase engagement. If there is an article or a video (posted by a brand or by an individual) that sparks conversation from your Facebook friends, you stand a better chance of seeing this in your newsfeed.
Facebook has acknowledged in its statement that brands will most likely see a decrease in page views, likes, and other interactions based on this algorithm change.
Facebook’s overall goal with these changes is to create a space where there is more meaningful and interactive content and less brand posts and viral videos.
How Will This Impact My Social Media Marketing Strategy?
At first glance, this may seem like a detriment to your Facebook marketing strategy. As a marketer, you have two options:
- Move your social media focus away from Facebook and towards a different platform
- Take the opportunity to create a marketing strategy that will encourage engagement from your followers
This decision is something that must be made based on what is best for your business. However, if you choose to go with option two, there are two main benefits your brand will gain:
- Increased knowledge of your brand’s target audience
- Increased insight into the type of content your audience will engage with
These insights will be gained through the research you will perform to revamp your Facebook marketing strategy. If Facebook is penalizing brands who don’t garner engagement and conversation on their posts, you need to be sure your posts are reaching the correct audience.
Increased Knowledge of Your Brand’s Target Audience
Before the recent changes, you could take some chances with your audience and test to see if different groups will show interest in your brand. With the new changes, your content could be penalized if a large percentage of your audience does not show interest in your posts.
The best way to ensure the right people are seeing your posts is to perform solid research to generate a good picture of your ideal customer. This is best done through the creation of a buyer persona.
By understanding who your ideal customer is, what problems they have, and where they are looking for answers, you have a much better chance of creating a highly specialized target audience on Facebook for both your posts and your Facebook ads.
Increased Insight into the Type of Content Your Audience Will Engage With
Once you have determined who your ideal customer is, you will be able to build a highly targeted audience for your Facebook posts and ads.
Your buyer persona should also touch on what type of content your ideal customer will engage with based on where they hang out online and what answers they are looking for.
By creating content on Facebook that appeals to them, you will know your audience will be looking for your exact content, so they should be more prone to engage with your posts. And, according to Facebook, the more engagement your posts see, the more your posts will be seen on users timelines.
While it can be frustrating to deal with these changes to Facebook’s algorithm, it does not necessarily have to be a negative thing. One constant in marketing is that things are always changing.
By adapting your strategy to fit the changes, you will be able to stay ahead of the curve and still be able to see engagement and ROI from your Facebook marketing efforts.
The best way to create audiences and content that will generate engagement starts with a Buyer Persona. Learn more about creating a Buyer Persona for your business here:
How to Develop a Marketing Strategy
Written by Amy Silberman
Client Success Manager