The Facebook algorithm is changing – Here’s what a B2B Marketer needs to know
Mark Zuckerberg recently announced new changes to the Facebook Newsfeed and this news sent tremors through the media industry last week. The new algorithm in the Newsfeed could have a big impact on brands and company pages and B2B marketers may now need to adjust their tactics to ensure they continue to get maximum engagement with their social activity. Whether you’re using Facebook as one of the marketing channels for your next campaign or just to boost brand awareness, here’s what B2B marketers need to know about the latest algorithm changes:
Newsfeed to prioritise friends and family
The Facebook algorithm will be updated to prioritise updates from friends and family of the user. Zuckerberg said “The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you'll see less public content like posts from businesses, brands, and media.”
Facebook users will have the ability to select which feeds they want to read. Before, if you didn’t like a post, all you could do was “hide” it, or “report story as spam”.
What will happen to content published by brands?
All content such as links, photos and videos, posted by brands on the social networking site will be affected: the content will appear far down on the users’ newsfeed, if at all.
How to overcome this? The best way to maintain your reach and audience engagement is to create highly shareable content that’s of interest to them. If you wouldn't be comfortable sharing your ads or organic updates with friends in your own Newsfeed, it's probably not good enough for your brand’s page, group or ads. Users scroll down their Newsfeeds at a fast pace, don’t let your content be just another “story” they swipe over. Use captivating creative images and headlines that answer the pain-points of your target group.
Targeting the right audience and creating content relevant for them will be the only way to beat the new algorithm. If you want your content to reach users beyond your network, paid promotion will be required. Creating those meaningful relationships and connections for users on the platform should be a big consideration in your creative execution.
Remember: engage, listen, interact, and share good content that lets people know that behind the brand, there are real human beings.
When will this change be implemented?
The changes will take effect over the coming weeks. Zuckerberg admitted that Facebook began implementing the changes during 2017, which correlates with separate research revealing engagement on posts fell by 20% for brands and publishers last year.
Sylvia Laws, Managing Director, Technical Associates Group