Have you heard? Facebook is on a big mission this year which will undoubtedly affect your marketing on this platform. Now is the time to get ready for the latest wave of Facebook changes and updates.
In a post, Mark Zuckerberg stated that:
“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”
He explains that he wants Facebook to be a conduit for people to have deeper connections and interactions with each other. He referenced research that shows that when we use social media to connect with people we care about, it can be good for our well-being.
With that in mind, posts from friends and family will have even greater priority over brands in the Facebook News Feed. We knew about this shift already, Facebook has been cleaning up the News Feed throughout 2017.
However, there seems to be a renewed commitment to revamp the Facebook user experience even more in 2018.
Posts that generate reactions, comments and shares will be prioritized.
Content that is entertaining and engaging will do better than content that maybe is deemed too promotional.
Live video, which is more organic, can be viewed as more authentic and less staged will be favored more than a video that is professionally produced.
Should we worry? Is this the end of Facebook marketing?
Well, I don’t think so. Facebook is giving us a heads up. This change will be taking place over the next few weeks. But what this does mean is that you must review your Facebook strategy and how you manage your social media marketing.
I also believe that this change will definitely and clearly separate business pages that approach Facebook marketing from a customer and engagement perspective from those that you use it purely to push content out without spending much time on the platform itself. (HINT – if you are using third-party content creation services, make sure you layer in a human touch to balance the uniformity that such services often offer.)
Here is what you can do to get ready:
- Interactions between people is the key. It is more important than ever to have your team interacting with your posts. Not only by liking it, but also making a comment and replying to comments left by others.
- Carefully ask for engagement and be aware of engagement baiting. Facebook has been very clear about their refinement to the algorithm to monitor obvious engagement baiting. This tactic can hurt you long term.
- Get in front of the camera and go live. Be professional but don’t worry about being perfect. The grassroots nature of going live is what is being rewarded right now.
- Use tagging – tag business pages and people to bring their attention to your post and this ideally will generate interest for your content
- Be careful about the amount of content you share, sometimes less is more. Content that builds community will serve you well.
My personal take on this change is that we need to know our audience now more than ever. What do they like to see, what do they find interesting and entertaining and want to talk to us about?
And, since people want to connect with people more than they want to connect with a product or service or a brand, stepping from behind the logo or the pretty photo will make a huge difference. Your people want to see your pretty face!
Over To You
Since this is a big deal and a big heads-up from Facebook, now is the time to revisit your customer profile, practice being in front of the camera – a good way is with Facebook or Instagram stories. These are short videos and only last 24 hours, so you can practice without a long-term commitment.
Refine your Facebook marketing so that when these changes happen, it won’t be as big of a shocker. Because let’s face it, it will be.
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