Changes to Facebook will make it even harder for businesses to reach their audiences

Serin Rayner
By Serin Rayner
12 Jan 2018

Mark Zuckerberg predicts that changes to the Facebook news feed means "the time people spend on Facebook and some measures of engagement will go down, but the time you do spend on Facebook will be more valuable".

The changes seek to prioritise “meaningful social interactions” over “relevant content” meaning in the future it will be even harder for organic news to reach us from publishers and businesses. With the rise of fake news, Facebook users will be more likely to see a post from a friend rather than a viral video or post.

Companies that rely on Facebook to drive traffic will be hit hard, especially those who use the Instant Articles feature such as Buzzfeed. But what does this mean for businesses, especially SMEs who may not have the budget to pay for visibility on Facebook?

There are a number of options available:  

  • Generate exceptional content to provoke a reaction or encourage a response. As Facebook is focusing on their "closer together" initiative, in future it is apparent that comment-heavy posts, not posts that receive just a quick comment or like, will feature more. If you generate more meaningful content and engagement, it will get a boost.  
  • Evaluate whether your audiences can be engaged with on another social platform, however, remember that each platform requires its own strategy which needs to be carefully considered before implementing content.
  • Ask your Facebook followers to add you to their ‘See First’ list
  • Work on a carefully crafted Facebook advertising strategy that maximises your return by taking advantage of the right features.

Whilst these changes will be happening later this year, you should always ensure content pushed out on Facebook is relevant, high-quality and appealing to your followers.  We always recommend measuring and evaluating engagement levels to understand what is appealing most to your followers.

Every businesses social media strategy and marketing plan will be different and it is important to remember that not one size fits all. Many mistakes are made when content is not consistent, relevant or engaging with target audiences. With it becoming increasingly difficult to capture followers, it's always worth reviewing your social media presence to create a content plan that delivers the best return.

We have a dedicated social media and paid search team here to help, so talk to us if you'd like to know more about how to achieve this.