On the 11th January Mark Zuckerberg announced the biggest change Facebook has seen in a long time. Over the coming months it will be focusing on showing people posts from their friends and family over paid and non paid ads by businesses. These changes will also be rolled out to Instagram by the end of 2018.
With more than 2 billion monthly users, Facebook is the world’s largest social media network. It’s also among the world’s largest corporations, reporting $36 billion in revenue, mostly from advertising, during the 12 months that ended on September 30. 62% of consumers use Facebook whereas only 11% use Twitter.
Currently normal posts are only exposed to about 1.5% – 2% of the people who like your page. Forcing companies to pay to boost posts and adverts in order to reach more of there audience or followers. Businesses have commented this is just another way to get businesses to increase their spend on advertising.
However, given the popularity of Facebook these changes shouldn’t be ignored by businesses so here is some tips to help your posts do better.
What Facebook doesn’t like and what you should try to avoid;
- Scheduled posts using 3rd parties like Hootsuite
- Outbound links on your posts
- Posts pushing to buy products
- Posts to enter competitions/giveaways
- Posts re using the same content from adverts
So what can you do?
Businesses need to improve their organic reach i.e. the reach that normal non paid posts/boosts have.
Use video content
Fb prioritises videos that are uploaded directly to them or by using Facebook live. The video should be between 45-60 seconds long and you want people to view the video for at least 30 seconds to get a higher completion rate. If this happens Facebook will show it to more of your page likes.
Facebook gives preference to posts that are authentic, timely and based on current events e.g. weather related. Post interactive content and things that people want to share.
People refresh their Facebook newsfeed on average 15 times per day so this is something businesses need to be proactive with.
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