Let’s start it off with a short email for those business owners out there that have heard the hype about Facebook making changes late last week and the panic that’s set in.
If you haven’t heard about it Facebook announced a major change to their newsfeed algorithm.
In short, Facebook are moving to create more “meaningful social interactions” Really, they are talking about the way people engage with content in the News feed. People will see less public content from business and brands, according to Facebook.
Apparently, this is reason to panic for lots of people using the platform.
Personally I don’t buy the hype.
With every change, there’s opportunity.
The bigger the change, the bigger the opportunity.
Sure… those who don’t adapt their strategy have all reason to freak out. Their 2016 strategy isn’t working in 2018 anymore and it’s simple times are changing and those who are prepared for change will WIN!
As business owners having to adjust the way we market our businesses and accept it’s just part of the game we play and if you’re advertising on Facebook, them changing the goalposts or the rules by which we have to play are no different.
Amongst the hype and hysteria, and the doom and the gloom, I have held back and taken a little time to sift through what I believe is what is really happening on the platform and this my interpretation of what is actually Facebook doing and this is my take on it.
So, think about Facebook for just a minute. Facebook was set up a social platform for Uni students, and then grew to a platform for those to connect with family and friends. And over time the platform has evolved and grown into probably the world’s most powerful marketing platform.
Here’s how I look at it…
There are 3 types of FB posts:
- Posts by friends
- Posts by Facebook Pages (businesses & brands) – organic reach
- Facebook Ads – paid reach
Facebook wants more of #1… so either #2 or #3 should make space.
Do you think Facebook will cut their advertising revenue to give you free organic reach?
So… Going forward we’ll see less of #2, making #1 and #3 more important.
How to leverage this?
There are a few ways and let me explain:
#1) You make sure you’re part of the discussion. Let people talk about YOU and your brand on their personal profiles.
#2) Run Facebook Ads. Stop relying on organic reach before it’s too late.
For us business owners to be able reach and interact with our ideal target market has never been so easy.
So, think of it this way.
Facebook only has a certain amount of room in its Newsfeed, because that’s where when we advertise our Ads appear, the exact feed where people and family and friends interact.
You might even agree, in the past couple of years, the user experience of Facebook has probably deteriorated and we as business marketers are responsible for that in some way, shape, or form. Not me personally, but marketers in general that have taken advantage of the platform and just clogged it with low quality click bait. You know, stories that are not relevant, that are very cheap, low quality, to try to get engagement and people interested in their brand.
So what Mark Zuckerberg and the Facebook team have done is come out with a statement last week, and it’s all geared around engagement. Engagement on the platform, so that people can enjoy the user experience that much more.
ENGAGEMENT in content marketing trumps everything and on the platform there is a real addiction by Facebook users just to ‘Newsfeed scroll’. A passive addiction whereby people just scroll and don’t engage. Never like, comment or share any content and in order to preserve the Facebook legacy, their mission, they will make changes to stop the passive scroll.
Mark Zuckerberg says this “Now I want to be clear, by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down.” (I’ll tell you what he means by that).” I also expect the time you spend on Facebook will be more valuable from these changes.”
So, what used to happen on Facebook, and we had businesses where we’ve been able to grow organically over to 20,000 likes quite quickly, quite easily, just by putting up content. Well, let me tell you, those days of organic reach on Facebook are DEAD, and have been dying for probably the last couple of years. So, to us, it’s no surprise that organic reach is basically being phased out.
Facebook is a business though, so they’re not going to turn it straight back into a social platform for family and friends to post pretty pictures. They rely on marketers; they rely on people on the platform spending advertising dollars to attract their perfect client so as we spend our marketing dollars on Facebook, they earn revenue, shareholders are happy so excluding us is not going to happen.
But what they’re trying to do is create some positive space in the Newsfeed and by that they mean, providing high-quality content that allows great engagement, making it a more pleasurable user experience to be on the Facebook platform. So, as a business owner, you need to be pretty savvy nowadays, and pretty smart in the way you approach your Facebook marketing to ensure engagement and your content promotes engagement with your audience. No passive scroll.
So as a Facebook marketer you are taking people with a Facebook ad, so there’s no problem creating that Facebook ad, and directing people back to your Facebook page and/or your group, or whatever that may be. That’s where Facebook wants you to interact with them and in terms of the engagement, it’s not all in the being present in the Newsfeed. It could be via messenger bots, or other ways to take people off the newsfeed and into your platform. And again, creating some space on the overcrowded Newsfeed.
So, in short I see this as a massive opportunity for businesses and a little bit of a wakeup call.
For those people that want to continue doing that low-quality marketing and content, they’re going to get found out. They are simply wasting their efforts in marketing and those who are prepared to step up and create some high-quality content will WIN,
Mark Zuckerberg says. He says, “We want to drive engagement and create a pleasurable experience on the platform.”
That’s what it’s all about.
If you’re a business owner just relying on organic search, you’re now wasting your time and efforts. You need to educate yourself on the platform, learn the craft create that opportunity that exists right now for business owners.
More businesses are going to come onto the platform that will drive costs a little bit higher. But is it going to go tenfold? No, I don’t think so. But there’s an opportunity that exists right now and you’re in this space to educate yourself on the platform and drive high-quality content. There are people that you will still find you on the Newsfeed. They’re going to come to your community. They’re going to follow you, and you’re going to be able to absorb your content.
So, my quick take on this change is if you are not advertising on Facebook and relying on Organic reach, you’re going to have to learn how to convert to paid advertising pretty quickly to maintain momentum.
For those who are already advertising on Facebook, the game’s going to get a little bit tighter, but the game is going to change and that’s the beauty of business. We have to adjust and have to embrace change. Again, educating yourself on the platform, learn the craft, and stay ahead of the game.
Accept ORGANIC REACH is DEAD and the goalposts have shifted to quality paid advertising.
That’s my take on the new algorithm update and if you’ve got any questions or queries simply hit reply and we’ll be sure to answer any questions that you have.
Let’s embrace the change.
It is bye for now and I’ll see you online.