At the end of the day Facebook is a business. Businesses want to keep their customers happy, right? The same goes for Facebook. Facebook has an algorithm that exists in order to keep their users happy and continuing to use the platform. They want to make sure that users are seeing content they will enjoy or benefit from. Many times this means that as marketers our ads are not necessarily making it onto our target audience’s newsfeed. Recently Facebook updated their algorithm. So where does that leave us as social media marketers?
This just means we need to evolve as well! It used to be frequency was everything. The more you posted the more your brand would be put in front of your audience. Sure frequency is still important, but the real objective to focus on is engagement. So ask yourself, “How can you create content that your users want to engage with?” We compiled some of the factors that we feel will help your brand adapt to the new algorithm update:
- Utilize Facebook’s new features– Like we said before Facebook is a business. Just like brands such as Apple wanting you to try their new iPhone, or Starbucks wanting you to try their new Unicorn Frappuccino. Facebook wants you to use their new features. Using features such as Facebook Live or Facebook Stories will give you a greater chance of getting to the top of your audiences timeline.
- Be relevant, timely, or newsworthy- Again, Facebook is going to show user’s posts that are relevant to them, therefore posting content relevant and timely to society will give you a better chance of being seen. Posting about your team giving back to the community around Christmas, an event you’re hosting, or even a team members birthday really drives engagement. People love seeing your team in action. It gives your brand a personality and builds relationships with your audience. Who doesn’t want that?
- Create Custom Audiences– If you could pick and choose the exact type of people that would see your post, why wouldn’t you? When you add a little bit of a budget onto a post, Facebook gives you the option to create your own audience based on interests, buying habits, and with the pixel you can target people who visit your website! Getting in front of your target audience just got that much easier! Just because someone “likes” your page doesn’t mean that they are the exact person you want to reach for each ad. Custom audiences allow you to alter accordingly.
Facebook is an amazing marketing tool as long as you know how to use it properly. At Focal Point we make it our priority to stay informed on these updates and on how we can create the best results for our clients. If you want to have a strong social media presence and make it to the top of your audiences timeline, give us a call! Together we can create results.