Wrapup of Mark announcing to kill organic. These will be the new alternatives for pages
This year 2018 started with major changes for Facebook marketers, community and content managers. These changes were announced by the Facebook CEO, Mark Zuckerberg through his Facebook post on January 12th.
“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.
But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.
It’s easy to understand how we got here.”
To sum up and what he said and rephrase it in my own words, he clearly means the newsfeed will contain less content from pages, and more & more content from friends and family.
The algorithm change that Mark Zuckerberg announced has left many marketers unsure of how to proceed with their Facebook strategy, and keep using Facebook for Lead & Demand generation. But here are some of my suggestions to keep your business relevant on Facebook and still get the same reach and results.
Facebook Groups are the new pages
If you’re a community manager or you’re doing Facebook marketing for a while, you must have stumbled on the Community category on the side menu of your page.
This feature allows you to create a Facebook group related to your page, in which you can add your followers, customers, audience and any Facebook users who are interested in your content or product.
This can keep your content close to your followers because the Facebook reach rule and algorithm doesn’t apply on groups. What you publish will be seen by all group members, I got you excited right?
But I advise you to publish the post on your Facebook page first, and then you share it to your Group. That way you ensure you’re still getting high reach on your page, while still making sure your content is accessible to your followers.
CEOs & marketers as influencers
Another alternative and this is mostly a prediction, in 2018 we’ll see more marketing managers and CEOs as marketing influences on Facebook, using their personal Facebook profile.
It is not just a random prediction but here is the logic behind it.
Mark Zuckerberg said that we’ll be seeing more content from our friends on newsfeed, right? So if you’re keeping you Facebook profile public and becoming an influencer, you can have up to 5000 friend who are your customers and people who are interested in your content or product.
Not only, you can allow unlimitedly people to follow your profile if you reach the 5000 friends limit.
Guess what! On the newsfeed and Facebook algorithm, you’re still considered a ‘Friend’ ;) The rules do not apply to Friends as Mark said.
See first notification
Actually this is not that recent feature for pages on Facebook, and it looks read to become more relevant during this year.
When your followers select this option for your page, you posts will appear at the top of their newsfeed and also they can subscribe for the option of receiving a notification when you publish a new post.
But this has 2 sides. The first side is if you’re followers are really engaged with you and you’re providing them with high quality content that matches with their interests, you shouldn’t worry that much because they would do it for you when you ask them.
The second side obviously is, “How do I get my followers to select the See First option?”
Have no fear, Truffle is here. I got you a solution.
You can promote a random giveaway for followers who:
- Subscribe to See First option
- Screenshot it
- Send it via DM to the page, post it in comment… Whatever works for you
And you offer the winner a coupon, free sample product, gift… This way you have your potential leads nurtured and a step closer to your sales funnel.
This will keep your content alive on the newsfeed.
Make it rain for reach – Boost posts
Increasing your reach is an advertising objective which will optimize your ad to be shown to as many unique individuals as possible. Boosting a Post is what is done when you want to spend money to increase the circulation of a particular post. By Boosting your Post, you essentially pay money and turn your post into an advertisement which can then have targeting selected for it so that it goes out to the people who you want to see it.
“If we have data let’s look at data. If all we have are opinions let’s go with mine.” -Jim Barksdale
Never mind my opinion now, I got data for you:
According to Buffer video consumption on mobile has increased 233% since 2013, and more than half of video views take place on mobile.
With more and more people viewing videos on mobile, it’ll be great to experiment with square videos to see if they improve your video performance. Including subtitles can get you higher reach and viewers. I take it for myself, most of time I’m around people or at the office and I watch muted videos without actually clicking to open with sound.
Lastly, live videos get even higher organic reach than other Facebook videos. Hosting live streaming keep your page on newsfeed also, you can include it in your Facebook strategy.
But only when we do it right.
Facebook and social media in general are so important for every business, whether to stay in touch with customers and partners, also for lead and demand generation.