Mark Zuckerberg announced last week that Facebook would be making some significant changes to how content is viewed on the platform’s Newsfeed. In a Facebook post on January 11, Zuckerberg specifically pointed to “public content,” which are posts from brands, businesses, and media, as “crowding out” personal posts. Facebook is making a major shift to mainly show posts from friends on the Newsfeed, as opposed to promotional material.
Small businesses can expect this change to hit them the hardest. Smaller brands are the most likely to promote Facebook posts. This year, this strategy will require drastic changes. Here are several tips suggested by CBS Corporate Business Solutions consultants on how small businesses can get around the Newsfeed change:
Produce High-Quality Content—Facebook users are mostly annoyed by spam posts that are blatantly pitch products. To keep your posts on Facebook, start producing better quality content. Meaning content that is highly relevant, timely, and interesting to the target audience. Avoid clickbait and misleading headlines. Invest in articles or video that the target audience would genuinely be interested in.
Consider Paying for Facebook Ads—If Facebook is essential for marketing to your company’s target audience, then seriously consider paying for Facebook ads. The ads will be strategically displayed alongside the Newsfeed so the new change doesn’t affect ads.
Create Content based on Engagement Metrics—The content that is most likely to be successful on Facebook is the type of content with the highest engagement rating. If the videos your company is posting on Facebook is generating high engagement numbers, then it’s safe to continue producing the same type of content. Facebook issues an “engagement rate” for each post your business profile submits. Use this rate to measure which content is becoming popular on the platform, and the continue to make more of it.
Ask Users to Allow Posts—Facebook has a feature called “see it first” that allows users to prioritize content seen on Newsfeeds. Users can click on the “see it first” button for your brand’s profile so that the content you produce won’t be filtered out with the rest of the public content. So conduct a campaign to get Facebook followers to make this change.
There are also alternatives to Facebook marketing your small business can try. Consult with a Corporate Business Solutions expert to find out more.