I could easily compare my summer to a busy street in the middle of the day. A little bit hectic and lots of work to do, but if you like that kind of vibe, you end up enjoying it.
Nonetheless, I needed some time off. Speaking at conferences, an incredible amount of client work, client onboarding, and launching your own products does take its toll. So I spent this weekend in Switzerland on an event called Cars & Coffee Lugano, but we extended our stay a little bit and enjoyed our time in this beautiful hotel with gorgeous spa.
Totally worth it.
But while I was relaxing at the spa, a lot of marketers were still running around like crazy because of the latest Algorithm update Facebook released.
And they had every reason to act that way.
Facebook is a top player in this social media game, and they would like to keep it that way. The key to that is keeping users happy and engaged as long as possible.
And that means listening to them and their wishes.
Facebook is constantly reinventing things. One of those things is also their algorithm. And the latest release happened just a couple of weeks ago.
The two sentences that freaked marketers the most, were these:
“The goal of News Feed is to show people the stories that are most relevant to them. Today, we’re announcing an update to News Feed that helps you see more posts from your friends and family.”
Does this mean that Facebook Pages are obsolete? Is this a solid proof that you should redirect your marketing attention and effort somewhere else?
Well, it depends.
How do you use social media?
If you’re a typical marketer who has been using Facebook as a broadcast channel for displaying your products, then yes. You should steer away from Facebook. There’s nothing left for you anymore, and you’re better off focusing on other advertising channels.
That is if you’re not willing to change.
But if you have been listening to your audience and using Facebook the way it’s supposed to be used, you have nothing to worry about. It’s still the same Facebook you love and use daily for connecting with your audience. Nothing is changed.
Here’s what Facebook is saying
If you think people are using Facebook to stay updated about your latest promotions and products you offer, you couldn’t be more wrong.
Facebook’s success is built on getting people the stories that matter to them most. And those stories are usually those from their loved ones.
But each individual has its own set of interests. I for example love reading about entrepreneurship. I also like testing and using new tools and services that make my business operations easier.
Another example is my friend that was in the middle of planning her wedding a few months ago. She loved reading and consuming anything wedding-related. If that means watching a video about the 10 most fashionable wedding rings of 2016 posted by a jewelry store, so be it.
That taken into an account, Facebook is also saying this:
“Our research has also shown us that, after friends and family, people have two other strong expectations when they come to News Feed: Your feed should INFORM and ENTERTAIN.”
If you’re familiar with my teachings, you know that I already know this from a vast amount of experiments I’ve done on Facebook. Therefore I teach about how each of your Facebook posts should fall in one of these 3 categories: Value (informing posts), Personality (entertaining posts), Promotion.
And if you have been following my advice on sharing lots of value and personality posts before you move over to direct promotion, you have nothing to be afraid of.
What if you have been using Facebook as a promotional channel?
If the majority of your Facebook content consists of promotional messages, then you should start worrying 2 years ago when Facebook really started to double down on making their algorithm user-friendly.
That kind of Facebook strategy never results in good engagement rate and increased sales. It only does damage to your brand and company.
Facebook is serving their users, not companies who use Facebook as a marketing channel.
When you keep that in mind while developing your future strategy, you finally realize which way you should be going.
Facebook is never going to punish brands and companies who do a great job with engaging people with their Facebook posts. And the contrary. Those who show up just to promote their products will always be ten steps behind.
What can you do now?
Check your analytics.
I mean it.
Your Facebook Insights are your users speaking our on what type of content they would like to read.
Check which posts receive the most likes, comments, shares or clicks. Those are the types of posts your users would love to see more of. And those are the posts that get pushed up higher in your user’s news feed.
Make a list of those posts and develop a strategy for the next 2 weeks that consists of similar (not the same!) posts.
For example, if my audience would regularly engage with social media videos I would publish on my Facebook Page, I would record and publish more of them. I wouldn’t use the same topic for every video of course, but I would touch a similar subject or solve a similar expensive problem.
It’s not Facebook, it’s you
If you’re struggling with getting likes on your Facebook posts, you’re doing something wrong. And it’s not Facebook algorithm’s fault; it’s yours.
Knowing that will make it easier for you to understand what’s going on and find a solution that will solve that problem for you.
I would love to hear it from you, though! Are you worried about these changes Facebook introduced? And what’s going to be your next step for making the best out of Facebook?