This piece is a follow-up to What Facebook’s News Feed Change Means for Brands, published January 18, 2018.

Facebook Organic Reach

As we reported last week, big changes are coming to the Facebook News Feed.

Mark Zuckerberg recently posted on his Facebook wall stating, “…I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful interactions.” This update to the News Feed algorithm will prioritize posts made by friends, family, and colleagues over posts from businesses, brands, and media pages.

Facebook has acknowledged that Pages can expect to see a reduction in organic reach, referral traffic, and video watch time. Pages that create posts that garner little to no reactions or comments will most likely be affected the most.

We discussed how Facebook groups and messenger can help Page managers navigate these new changes, but what can businesses do to maintain a spot on their fans’ News Feeds?

The answer is conversation-worthy content and paid advertising.

DEG used a combination of paid and organic social strategies to help Beauty Brands with its biggest campaign of the year—this is how we did it.

To effectively guess what of content and phrasing will drive fans to start a conversation in the comments, Page managers will have to make audience research a top priority.

Although it’s unclear how exactly the algorithm change will affect paid content, it’s almost certain that brands will have to merge their social and paid strategies to get their messages across. This makes advertising and marketing on Facebook much trickier—and more expensive.

Now, in addition to the time, type of content, and the engagement potential of each post, Page managers will have to also consider how likely each post is to generate a conversation in the comments. To effectively guess what type of cadence, content, and phrasing will drive fans of a Page to start a discussion, Page managers will have to make researching and understanding their audiences a top priority.

While it’s important for Page managers to understand what exactly fans want to see, it’s crucial to understand how they want to see it. There hasn’t been a confirmed reduction of “Suggested Posts” within the Facebook News Feed, only owned, organic posts that don’t spark conversation—so marketers will have to consider the type of content when gauging how effective a post’s organic reach will be. Certain types of media tend to catalyze conversations better than others. For example, live videos on average get six times as many interactions as regular videos, according to Facebook.

Brands will need to prioritize audience research and engagement, and social listening can help.

Although organic reach for Facebook Pages will decrease with this update, all is not lost—marketers will just have to adjust their strategies. If you’ve been heavily relying on Facebook, this may is a good to consider moving more of your marketing efforts to other social platforms to combat the loss in reach. However, Page managers who combine their organic and paid efforts, use insights from audience research to create conversation-worthy content, and set aside more time to engage with Page fans should be able to limit the impacts of the News Feed update.

Need help updating your paid social strategies? Our demand generation specialists and social media experts can help.

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