Another day, another Facebook change to navigate. Rest assured, the Paperkite team is up to the challenge, ready to help you stay connected with your audience. Read on for some background on the tweaks to Facebook’s algorithm, as well as important do’s and don’ts to keep your engagement from slipping.
What’s Happening
Some of our social media clients have noticed a change in their engagement and analytics on their channels in the last few months. Late last year, Facebook warned everyone that they’d be changing their algorithm to deliver more personal (family and friend) and group posts to users’ newsfeeds and less organic business or unpaid promotional content. It’s the next phase of their plan to further monetize the platform and increase advertising revenue.
Steps to Take
- Invest in quality video. The new algorithm prioritizes posts with original video content.
- Create Facebook Groups as an insider space for page followers and brand fans in addition to organic social channel content.
- Allocate a portion of your social media budget toward paid advertising. Facebook is a “pay to play” platform, and a mix of organic posts and paid ads will give your engagement a fighting chance.
- “Boosting” budgets should be used for specific organic page posts to increase engagement.
- Reply to as many comments as possible and invite people to interact and follow your page.
- Make your content sincere – personal and less promotional. Remember that these turbulent times are causing some people to turn away from social media channels.
- Avoid using engagement bait in your organic social posts. This includes tactics like asking people to react to your post (like, love, etc.), comment with specific answers (words or emojis), and share and tag friends. Facebook’s algorithm will be on the lookout and posts using these methods will be demoted.
If you’re one of Paperkite’s social media clients, rest assured we’re keeping all of this in mind as we prepare your content moving forward. If you’re managing your content on your own and feeling a bit overwhelmed, contact us with any questions you might have on these changes.
Our team is here to help you shine, no matter the platform!
