Well, I doubt you were surprised…but Facebook announced recently that they were once again going to be making a change to the algorithm. The changes will be limiting the number of promotional posts that make their way into the newsfeed. This really doesn’t come as any big surprise: Facebook wants to keep the newsfeed full of great content that their users actually WANT to interact with. And I don’t doubt that it also is motivated by a desire to increase revenue from ad spend…so don’t worry, you will still be able to pay to get your promotional content in front of your audience.
Businesses are already struggling to get their content into the newsfeeds, so I know that many are feeling increasingly frustrated by this news. However, remember that 80% of the content you share on Facebook should NOT be promotional, so this will only affect the 20% or so of promotional content.
Also keep in mind that Facebook isn’t BANNING promotional content, just limiting it to improve the user experience. I would also point out that for many, this content is barely reaching the newsfeed as it stands, so far many companies, this may not affect them at all.
So what CAN you do to improve your reach and be less affected by this change?
Be less salesy and focus on the end user.
Copywriting 101. Don’t focus on yourself, focus on your customer, because they’re always most concerned about what’s in it for them. So instead of sounding spammy and telling someone to go “buy your book now” with a link, give the promotion context by addressing the problem that your potential customer may be having…and THEN share how your product/service can help address that problem with a link to where they can go for more information.
This tactic may or may not achieve success, but it will certainly improve your odds.
Focus on the 80%.
As I said, most of your content should be value-based and content that your audience WANTS to see and engage with. Share content on your page 4-6 times a day to increase the likelihood of Facebook users actually seeing your posts. Use motivation and humor to drive engagement so that when you ARE ready to post something promotional, Facebook will be more likely to share it.
Drive traffic to your opt-in with paid ads.
You may have to consider investing in some Facebook advertising; however, with the targeting options and the opportunity to reach millions of your ideal clients, Facebook advertising is very affordable. More than that, however, once you get people off Facebook and onto your email list, you don’t have to worry about what Facebook algorithm changes are made ever again…because you own your list!
Remember: the money is in the list.
What do you think? Are you ready to give up on Facebook? Or do you think this algorithm change will affect you?
Sheena White is a social media strategist and copywriter who helps busy entrepreneurs who struggle with selling their products and filling their events to rock their sales copy and social media so they can triple conversions. She helps clients define their ideal client and then, through a combination of savvy social media strategy and killer sales copy, helps them to warm up cold leads and turn them from browsers into buyers. While the road to success hasn’t been easy, it is her enthusiasm, sincerity, and commitment to the success of her clients that has won her loyal fans. In addition to two degrees in English, Sheena has completed John Carlton’s Simple Writing System as well as the Customer Acquisition Specialist Certification and Social Media Manager Certification from Digital Marketer. She has been featured on the podcast Design 101 – Designing your Best Life and is a regular contributor for Social Quant and Business.com.
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