Facebook’s News Feed algorithm has undergone significant changes in the past two years, leading some brands to abandon ship in favour of platforms they believe will deliver higher organic reach. However, the changes to News Feed don’t mean you need to give up on Facebook, just refine your approach and expectations.
It’s not the size; it’s the motion in the ocean
You could have a million Facebook fans but it doesn’t mean anything if you aren’t engaging them. Smaller, more active communities are more likely to be successful on Facebook. Users are now getting more involved with Facebook groups outside of their friend network, connecting with people who have shared interests. Your page will be more successful if you try to cultivate this kind of tight-knit community based on your target audience’s interests and engage your audience in real time.
Unlike many other social networks, Facebook posts receive more interaction without links. As a whole, the network has become overpopulated with news and content from sites like Buzzfeed, users don’t need more of this from your page. Instead, engage users with text, images and videos within Facebook itself.
Make it mobile
Ensure that all of your content is optimised for mobile users. 76.83 percent of Facebook’s total monthly user base now accesses the service from a mobile device. According to a report by Deloitte, ‘one in six UK adults who own a smartphone look at their phone more than 50 times a day’. The numbers are staggering, make sure your content is too.
Catch the trend
When a page posts content relating to a trending conversation, there is a greater likelihood of it appearing in the News Feed. When you deliver the right message in the right place at the right moment, not only do you intelligently become part of the conversation – you create brand retention in more ways than one.
Get smart with your advertising
Users have a certain amount of control over which ads they want to see in their News Feed. Hopefully this means that the people that do see your ad are more likely to interact and convert to a sale. However, you should make sure that your campaigns are carefully targeted by age, location and interest to reach these potential customers.