Mark Zuckerberg announced on the 11th January 2018 that Facebook would be changing its news feed algorithm. The change intends to hold the end-user at the heart of its service, focusing on delivering and prioritising content from friends, family and groups the user has followed.
Focusing on enhancing ‘meaningful interactions between people’, the algorithm change will impact the organic reach and interactions businesses have whilst they adapt. Brands will need to work harder to build relationships with their customers, and reach will correspond much more closely to the number of page likes they have. Facebook will work on bringing content to the user that they are actually inspired by.
Brands and businesses will need to work that much harder to encourage meaningful interactions with their customers. One of the best measures of this would be the number of comments. Increasing the number of comments achieved per post will support in increasing visibility in feeds and achieving targeted reach.
By creating quality content, businesses will have a stronger chance of reaching an extended network of users. Advertising still has the opportunity to help increase reach, however brands will need to invest in larger budgets. This is a great time to redefine your desirable demographic – who you are targeting and where you’ll find them.
Video content continues to reign when it comes to Facebook’s latest algorithm, and has proven to be the most impactful way of encouraging interaction. Facebook also encourage businesses to spend time on building a live videos strategy, highlighting the impact these have on generating discussions among viewers.
The greatest impact the latest change in algorithm will continue to have on businesses directly corresponds to organic reach. With the users feeds focusing on friends and family interaction, brands will be required to tailor their targeting and put more money behind their campaigns in order for the paid reach to compensate for the projected drop in organic.
Facebook is still a great platform for businesses, however campaigns will need to be smarter and tailored to these new changes.
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