The Facebook algorithm is changing yet again, which means that it’s time for your content strategy to adapt to new norms of how and how often your content is seen. The algorithm considers all the content available on Facebook and decides how to prioritize it on each individual news feed. In other words, the algorithm decides who sees your content (and who doesn’t see it).
One of the biggest reasons Facebook is changing their algorithm is in response to recent findings that the current algorithm may have played a role in political events. They collected tons of feedback from users and came up with a few important goals:
- Prioritizing Friends and Family – Keeping close with friends and family was resoundingly one of the biggest reasons that individuals use Facebook.
- Real People and Conversations – Facebook will give authentic content priority over content that seems fabricated, misleading, or sensational.
- Personalized Experience – Each user gets information in their feed that’s relative to them, their interests, and the content they want to see. Added controls will help users actively personalize their experience.
What Does It Mean for Content Marketing?
In 2016 when Facebook first announced algorithm changes, social marketing changed completely. Suddenly, only about 30% of your followers were seeing your content. Two years ago, the strategy forward was to utilize paid ads and to focus on building authentic stories. Now in 2018, the advice remains the same and more important than ever before. The key plan moving forward for large and small businesses alike will be to:
- Focus on the person behind the post
- Tell stories that engage your audience
- Develop a paid ad strategy that reflects your specific target customer
Let’s dive a little deeper into each of these tactics.
Focus on the Person
The fastest way to make something feel more authentic is to put a face on it. Getting seen and building relationships on Facebook is no longer an option for the cold, faceless company with high-design marketing images. Instead, aligning with influencers, going live, and posting videos are going to be key strategies for building a brand on Facebook.
Engage Your Audience
Every target audience is a little bit different. But to succeed on Facebook moving forward you will need to identify what resonates with your audience and what moves them to engage with a post. Use your content to tell stories about your business, about your products, or about the people you work with. Find ways to invite your audience to participate and build engagement levels. Encourage comments, likes, and shares. This is the type of content Facebook is looking for to put on more news feeds.
Develop a Paid Strategy
Every content marketing specialist is nostalgic for the days when organic views were plentiful and easy to come by. Unfortunately, those days are gone and unlikely to come back. Instead, we can use Facebook’s hyper-specific ad targeting capabilities to put your content in all the most relevant news feeds. If you’ve been fighting the pressure of paid Facebook ads, 2018 might be the year to give in if you want your content to get noticed.
Algorithm changes can throw content marketing off track, but successfully navigating social media means constantly learning to adapt. Stay focused on how each piece of content is received by your audience. Repeat the kinds of content they like and stop trying content they don’t respond to. How your unique audience reacts to your content will be the biggest indicator of what you need to do moving forward.