Ever since Gillian and I created our Facebook Business Page, the one thing we had to get used to, was waking up most days and seeing a new announcement from Facebook about the newest update. Whether it be changes in the look on one’s phone or laptop, new categories or tabs, or interfacing with one’s audience, Facebook is always evolving. Their changes are driven by two factors. The first one is increasing the experience for people to be able to interact with their friends and family. That is primary. The second factor is Facebook makes their money with Ads, so getting businesses to advertise is key. Having a business page on Facebook is free. But the hope is, that eventually a Business Page will buy Ads. To make it easier for the business owner to create a presence on Facebook, a variety of templates allows a business to showcase their products and services, reviews, videos, photos, and e-commerce are offered.
Buying ads and boosting posts has always been optional. If you had enough “Likes” you could count on your followers to see some of your organic posts in their daily Newsfeed. But take heed, changes are on the horizon.
Facebook Announces Coming News Feed Changes Which Will Reduce the Reach of Page Posts
- Friend to Friend is primary. The news feed will allow more of the posts from your “friends” than from business Pages. Which means squeezing out a lot of those Business posts.
- Long and thoughtful replies get a boost. This was the second half of the announcement, and it seems to be a significant pivot. Recorded videos will not get nearly the weight they once did. Passive scrolling and low-quality engagement are now considered bad. Posts that get long, thoughtful replies will get priority in your newsfeed.
So, what does that mean? How can your Business Page counter this besides spending tons of money on buying Ads?
Facebook’s Head of News Feed, Adam Mosseri offers some suggestions:
“Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.”
From Adam’s statement creating “live” video will get you more visibility in the News Feed. But what about those of us that aren’t comfortable doing “live” on Facebook? Does this mean we should dump our Facebook Pages? Or never build one if you don’t have one now? Absolutely not. There are still plenty of good reasons to have a Facebook Business Page, but you will need to use it wisely:
- Having a Facebook Business Page to send people to is still important. If someone Googles you, and finds your Page, they will be able to search your Page and learn about you and your services.
- Consider changing your “Call to Action” button to: Sign up for My Newsletter or Visit My Website, rather than Call Me or Email Me. They may only visit your FB page once, so get your best value and send them where you want the traffic.
- Make your posts more relevant. Showcase your “Blog” or “Podcast” or a new webinar you are hosting.
- Create a Facebook Group with your Business Page and provide a community for your followers to interact with each other. With you being the leader, you can announce workshops, webinars or when you have a lead magnet to share.
- If you want to have your “followers” see a relevant post, consider “Boosting” it. It will be fairly cheap to reach your current audience.
- You can still use your Facebook Business Page to buy Ads. Those Ads will show up in the Newsfeed of the audience you profile for your Ad. Facebook makes their money in Ads. Those will not go away. Facebook is a great place to buy ads as Facebook can help you optimize your Ad to the right audience.
Hopefully this will give you a clear understanding of the changes. More to come I am sure. But here is one big HUGE takeaway from this story. I didn’t hear this announcement on Facebook. I received the information from email. Just remember that Email Marketing is still the “King” for getting the word out. Use Facebook marketing to get prospects and customers on your Email list. You own your list. Facebook is just rented property.
Here is Mark Zuckerberg’s announcement of Thursday, January 11th from Facebook:
READ FULL ARTICLE: https://www.facebook.com/zuck/posts/10104413015393571