If you’re a small business owner with a full-time day job, your weekends may be filled working to the grind to get your small business off the ground. Work that includes drafting and scheduling social media posts. Work that the new Facebook algorithm may not even display. What is this new Facebook algorithm, and how does it affect your social media marketing?
The New Facebook Algorithm
If you recently noticed that your Facebook business page reach has recently taken a dive, you can probably thank the new Facebook algorithm. Slate.com explains it well: Facebook reviews your history of likes, follows and groups. For the average Facebook user, that’s more than 1,500 posts. If you have several hundred friends, it could be as many as 10,000. Then, according to a closely guarded and constantly shifting formula, Facebook’s news feed algorithm ranks them all, in what it believes to be the precise order of how likely you are to find each post worthwhile. Most users will only ever see the top few hundred.
What to Expect
Hootsuite explained it well: As the changes roll out over the next few months, businesses will most likely see a significant decrease in organic reach. Users will also probably spend less time on Facebook, though Zuckerberg hopes the time they do spend on the platform will be “time well spent.”
What Does the New Facebook Algorithm Mean for You?
With this new algorithm in place, your social media posts such as updates and photos may have a hard time making it to your follower’s newsfeed. Instead of counting your woes, the best way to circumvent the problem is to adapt to it. As Facebook begins to favor personal stories over promotions and business-oriented posts, there are three ways you can avoid getting left in the dust.
- Create Valuable Content: Instead of just putting out content for the sake of putting out content, create a short video or a digital piece with which people can engage. Or a truly shareable piece that educates individuals about something related to your business. For example, if you’re a jeweler, consider sharing a post about the 4 Cs of diamond shopping or a fun piece about celebrity jewelry like, which celebrities look like their engagement rings, etc.
- Create Quality Content...and I don’t just mean creating content that is shareable. I mean creating content that is actually of high quality; for instance, if you’re sharing a video, is it easy to see? Is the video quality good? Is the sound good? If you’re sharing a picture, is it easy to download for someone to share?
- Utilize Other Social Media Outlets. As you may already be doing, it’s important to diversify your social media posts. Instead of posting the same piece of content on Twitter, LinkedIn, Facebook, Instagram, Pinterest etc., really consider the audience of each of those platforms. Take a month to test out how your followers or potential followers are engaging with your content across platforms.
If you want to reassess your social media marketing, contact us--we are excited to help you get back in the newsfeed!