While you were sleeping last night, social media marketers around the world were losing their damn minds. Why? Because last night Adam Mosseri, Head of News Feed for FB, posted a pants-peeing blog post about how Facebook is evolving within the new few weeks. He outlined the next phases of the Facebook algorithm, which is making some dramatic changes that will have a huge effect on all Pages. Within minutes, marketers went into panic mode. While it’s certainly no need for panic, there are a few things savvy business owners should know.
Here’s the real talk on how Facebook is shifting – and better yet, what do about it.
First things first, let's hop into why Facebook is changing. They've been hinting at this for a while, but FB has been hearing some negative critique (source):
Basically, people are sick of ads.
Can't blame 'em, right? They want to see more friends and less brands.
Facebook's focus is on human connection.
In the past, the algorithm has focused on serving us the content they think we are the most likely to engage with based on what we've engaged with through likes, comments, and shares in the past.
Moving forward, this is shifting.
"I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
*Gulp* This means the algorithm will be in play more than ever.
What's the update?
"To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion."
Now, they're looking for content that sparks dialogue and fosters community. Rather one-off comments, they want back and forth. The premise now is to reward content that keeps users coming back over and over to engage with... meaning content needs to be very relevant, timely, authentic and spark conversation.
What does this mean for my business page?
In short, a lot. It means it's time to rethink our strategies and shift our sails if we want our content to be seen.
And the time to do it is NOW. The sooner you boost your algorithmic ranking, the more your next post will be seen. The more your next post is seen, the more interaction you will see on it – thus boosting your ranking again. See how it works?
Industry leaders are calling this the ‘Facebook Apocalypse’ and ‘Facebook Zero’ (this seems quite dramatic to me… let’s be real guys, it’s just freaking Facebook).
What they’re getting right; however, is that it’s time to start over. What used to work, will not work anymore. It’s time to invest in a smart strategy that works and stop free-balling it.
A few quick tips:
Stop using schedulers.
Stop mindlessly sharing blog post links.
No more cheap tricks and engagement bait.
Live and engaging video content will be more important now than ever before.
It’s time to stop half-assing it.
In the new algorithm, what will be favored is content that "…encourages meaningful interactions between people.”
Meaningful interactions and starting genuine conversations? What a novel thought! 😉 This is the exact strategy I teach inside my signature program, Social Media with Soul.
No quick tricks, no slimey hacks, just real authentic connection… because that will never fade out of style.
Enrollment has been closed since the Fall semester sold out in September, but I'll be opening up the doors again next week.
If you’re ready to stop guessing and start getting strategic, you're invited to jump to the front of the line before public enrollment opens – click here to submit your invite-only early application today.
Okay, now get back to doing the important stuff while I keep my eye on these incredibly-nerdy-but-highly-relevent platform evolutions for you.
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How will these changes affect your posting strategy? Do you have any questions about the update? Let’s start a conversation in the comments!