Why and How Your Facebook Strategy Must Change Now

Facebook posts will get even less organic reach from February 2018 as a result of changes announced by Facebook CEO Mark Zuckerberg this month. The changes will mostly affect business pages and will also be noticed by Facebook Groups and individual users. 

Zuckerberg wants people to feel good about using Facebook. He said Facebook’s mission is to bring people closer together and posts from businesses, brands, and media have been “crowding out the personal moments”.  So he’s mFacebook key on keyboardaking major changes to what everyone will see in their Facebook news feeds.

Because news feed space is limited, the Facebook algorithm helps us sort and prioritise around 10,000 posts a day for the average user.

From now on we can expect to see:

  1. Less posts in our news feed from Facebook pages owned by businesses, causes and organisations (public pages).
  2. Less videos of all lengths (which is the opposite of how it’s been).
  3. Less posts with links to external websites including YouTube, blogs, news, etc.
  4. More posts that spark conversations and meaningful interactions between people, especially posts that receive long comments because comments are more valuable than likes.
  5. The price of Facebook Ads is likely to increase because more pages will boost their posts and invest in ads to combat the decrease in organic reach.

Here’s how Facebook marketers can combat these changes:

  1. Post less often and more strategically.
  2. Create posts that encourage your page followers to comment between themselves on your post, so your audience interacts with each other and not just with the author of your post.
  3. Don’t ask for comments – engagement bait will be demoted in the news feed.
  4. Use Live Video – it’s easy to do and it creates dialogue and conversations with six times the interaction according to Facebook.
  5. Use Facebook Ads – if your target market is on Facebook then you can find them using highly targeted ads guaranteed to reach your audience. This strategy is my favourite because it’s designed to grow your database so you can build a relationship with your target audience off Facebook.
  6. Show your followers how to see your page first in their news feed.
  7. Diversify to other social media platforms to find your audience audience wherever they are – be it on LinkedIn, Twitter or Instagram.

Please let me know if I can help you adapt to these new changes.

Interesting facts: Globally Facebook now has about 2 billion monthly active users, growing by 500 million users in the last 2 years. Facebook’s continued growth means they now have over 20,000 staff around the world.

Social platforms by user numbers:

1. Facebook – 15,000,000 Monthly Active Australian Users (steady)
2. YouTube – 15,000,000 Unique Australian Visitors per month (UAVs)
3. Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)
4. WordPress.com – 5,700,000
5. WhatsApp – 5,000,000 Active Australian Users
6. LinkedIn – 4,200,000 Monthly Active Australian Users approx
7. Snapchat – 4,000,000 DAILY Active Australian Users (Snapchat data)
8. Tumblr – 3,800,000
9. Twitter – 3,000,000 Monthly Active Australian Users approx
10. Tinder – 3,000,000 Australian users (my estimation)

Source: Social Media News – January 2018


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