If you use Facebook to raise the brand awareness of your business, the past few days have seen a major announcement that will shake up your marketing efforts going forward.
There is a huge change in the way business information will be presented in people’s newsfeeds, which means that your business will no longer enjoy the visibility it has in the past. Basically – anything you post will be seen by fewer people!
As a personal Facebook user, you may be pleased to know that you’ll see more of your friends’ activity and less business page news.
This is the main point…
Mark Zuckerberg, Facebook’s founder and CEO, has decreed that Facebook’s goal is to focus on helping people to have meaningful social interactions with their friends and families. He said, “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”
Feedback shows that ‘public content’ – posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. Mark Zuckerberg basically wants to make sure people’s time on Facebook is well spent and enjoyable.
What this means
This means that the posts you’ll see will be more community-focused from people you know rather than sales oriented from business pages.
Facebook will still encourage posts from large communities around things like TV shows and sports teams. Mr Z says, “Too often, watching video, reading news or getting a page update is just a passive experience.” He wants to establish large, vibrant, engaged, realtime communities watching the same events simultaneously. (This will be a good opportunity for advertisers to shift more of their budget away from TV to Facebook.)
How it will affect businesses
In reality, this means that for business owners, the best way to be seen is to invest in paid ads. The good news, though, is that it doesn’t have to cost a fortune for properly targeted advertising on Facebook (and Instagram) to help to grow your business.
My prediction is that, from a Facebook user’s perspective, nothing much will change. We’ll all still see the same business posts in our newsfeed – it’s just that the business owners will be paying for them rather than them appearing organically!
What you can do
- Accept that you’ll have to invest a little in Facebook advertising. Make sure your demographics are accurate and that you monitor the results and tweak ads accordingly.
- Ask your friends and family to like, comment and share info from your business page, so that Facebook can see the interaction and recognise you as a community-interactive business.
- Get into the habit of creating live video content, as this reportedly gets six times more interaction than standard videos.
- Encourage any form of back-and-forth discussion, such as asking for advice or requests for recommendations.
It will be interesting to see how this pans out over the next few weeks. If you’d like some advice or help to manage your Facebook or any other social media platform, please feel free get in touch.