How Facebook Marketing Changed in 2015

Less advertising and more news for Facebook News Feed

Facebook implemented a change intended to improve the News Feed experience for users.

Announced on Facebook’s official blog, Facebook is going to start reducing the number of overly promotional page posts in users’ News Feeds.

“People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”

People love to read about stories they might relate to, especially when things go wrong. They want to avoid problems and thus, knowledge is power.

Are your posts newsworthy or at least informational or educational? Can you post information without using direct references to your company?

Here are some examples that make Facebook posts appear promotional:

Posts that clearly persuade people to buy a product or service, or install an application

Posts that push readers to enter promotions and sweepstakes with no real value to the reader

Posts that reuse the exact same content from ads—that’s plagiarism, by the way!

Organic distribution will decrease due to the expected content quality improvement, so to promote your services and products with Facebook, use Facebook for Business. If Facebook Pages are an important part of your business’s Facebook strategy, use Facebook ads to get the engagement on organic posts that promote products and services.

Create valuable content that will be seen on Facebook

Re-evaluate your Facebook marketing strategy. Create content that provides value to your audience—content that they can learn from, share, and engage with, and will be seen on Facebook. Think and write more like a journalist and less like an advertiser in this space.

If this doesn’t come naturally to you, find and use a professional writer—it is more than worth it to you, your audience, and your ranking on the search engines.

Use the correct link format (there are good WordPress plugins for this) when posting links on your Facebook page instead of integrating links in photo captions.

Run a Facebook posting test to see what kind of posts gets the most engagement. For example, many of Hootsuite’s audience are social media managers and small business owners. Instead of posting more general stuff like “Happy Thanksgiving!” we try to post content that contains valuable advice related to the occasion, such as: “Did you know that during Thanksgiving small businesses can increase sales by doing this…”

Post images and videos on Instagram and cross-post to Facebook

Use a social media content calendar to organize posts on Facebook

Pro Tip. Timely posts get rewarded with a higher place in people’s News Feeds. Also, always make sure to make your posts more “shareable” by always including a relevant photo or infographic.

Use Facebook Insights

One of the benefits of social media advertising is that it’s flexible and better able to accommodate budget constraints than traditional media. By targeting your ads strategically, you can achieve much greater efficiency than any billboard. Businesses with small advertising budgets can also use Facebook boost posts to target your posts to the right audience in order to increase your reach.

Facebook marketing tips to expand your Facebook Organic Reach

Know your Facebook audience

Use Facebook Insights to find out the demographic breakdown of your audience. This data is useful as it gives you insight about content that resonates the most with your audience, and what communication style your audience responds to the best.

Use Facebook for Business for selling on Facebook

One of the main reasons why Facebook is changing its algorithm is because more and more businesses are posting sales-driven content, as opposed to resourceful content that will provide value to their audience. Facebook is trying to steer away from this model, as they want to make Facebook’s user experience more enjoyable. Therefore, if businesses are prompted to change their Facebook marketing strategy, there will be more valuable content given to their audiences.

Facebook wants people to see only the best content on their News Feed. Which means that in order for a business to see engagement on their posts, choose content that has been successful on other social media channels or your business’ content marketing platform. Content that has the most retweets, clicks, and traffic will more likely also do well on Facebook (and remember the golden rule: the best content is the content that provides your followers value).

Encourage choice employees to engage with your Facebook page

One of the simplest way to increase your Facebook organic reach is to empower your employees to engage with your Facebook page. The more engagement, likes, shares, clicks, your Facebook posts receive the more you can increase your Facebook organic reach.

Be sure to respond

If you want to receive engagement on your Facebook Page, you need to also engage with your audience. If you receive a comment, reply to that comment; if you receive a post on your business Page, reply back to that post. Adding the human touch can help your Facebook presence drastically.

Now that you are prepared for the changes to Facebook, use an application like Hootsuite Pro to help you manage your Facebook marketing campaigns.

– Nic Shafer

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