Facebook’s at it again. In attempts to make the network more about family and friends and less about business and fake news, they’ve changed their algorithm yet again.
Users are going to see more posts from their peeps – friends and family – and less from “publishers” – businesses, organizations, causes, they’ve liked or follow.
Facebook explains it in this video:
So what will a user see?
Posts that you see first are influenced by your connections and activity on Facebook. The number of comments, likes and reactions a post receives and what kind of story it is (example: photo, video, status update) can also make it more likely to appear higher up in your News Feed.
Posts that you might see first include:
A friend or family member commenting on or liking another person’s photo or status update.
A person reacting to a post from a publisher that a friend has shared.
Multiple people replying to each other’s comments on a video they watched or an article they read in News Feed.
So how will this affect a business on Facebook?
You have to get even more clever and eye-catching.
Any user can choose to see a publisher’s post first by changing the settings under “following” in a business’s page. That will ensure that a business’s posts get seen. However, you can’t tell people to “share”, “like” or “comment” on the post, because FB is reducing the visibility of posts that encourage people to act.
So what can you do?
- Blog often with interesting, informative advice that your followers will want to share with their friends.
- In an email message, tell your current customers if they want to make sure not to miss your valuable posts, to choose “see first” on you page.
- Be creative and use more videos, animated gifs and eye-catching pictures. There really isn’t any excuse to NOT do video with all the devices and free tools available.
- Consider paid advertising. I wouldn’t be surprised, if an ulterior motive of Facebook’s would be to increase their advertising dollars.
Need some creative coaching? How about a brainstorming session?
Book a 1:1 coaching hour or two with me and we can hatch out a strategy for your business to overcome this latest obstacle.