April 26, 2018 | Blog
Facebook has updated its algorithm to go “back to the basics” in an effort to promote meaningful interactions between real people. The most recent update to Facebook’s algorithm, which just happened this year, prioritizes those posts that create meaningful conversation while giving more weight to active interactions like comments and shares. Facebook has made this change to encourage person-to-person connections, which it deems more valuable than a person-to-page connection.
This new algorithm follows the infamous 2016 change that limited Page reach to 30 percent of a business Page’s audience. These changes, coupled together, have made it more important than ever for brands to be sure they’re posting content that focuses on creating personal connections or that is conversation-worthy. Brands now have to work harder and smarter to create those meaningful conversations with influencers, customers, vendors and others that associate with their business
If you’re a brand or business with a presence on social media, I’m sure you’re now thinking, if it’s so hard and so few people are going to see my content, what’s the point? Despite the changes on social media, your audience is still there! Facebook still has two billion users, and the majority of time spent on social media happens there. If your customers and potential customers are there, then you should be, too.
So, how exactly do you create content that engages your audience, creates fans and keeps them coming back? Here are a few ideas to get you headed in the right direction:
In addition to requiring the creation of meaningful conversations, the new algorithm changes make it even more important for brands to pay to play on Facebook. Advertising is a guaranteed way to get your content seen by your desired audience despite the recent changes, and massive budgets aren’t always required to have an impact.
Facebook advertising allows you to accomplish a variety of goals, whether it be driving traffic to a specific page on a website, growing page likes or even increasing event RSVPs. In addition, Facebook allows you to target a defined audience using demographics including location, age, income and even behaviors. And, since Instagram is owned by Facebook, your ads can be cross-posted on Instagram as well.
It’s important that your company have a presence on Facebook and that your content is creating meaningful conversations throughout all of your communications channels. Need help getting your customers engaged in meaningful conversations? Consider Apogee’s outbound customer engagement platform, Envoy. Envoy provides video communication tools, alerts, email reports and many other useful digital engagement strategies to start proactive and relevant conversations. Learn more about Envoy here.
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