Facebook recently announced that starting in January 2015, Facebook pages promotional posts will have a harder time making an appearance on newsfeeds organically. Facebook surveyed hundreds of thousands of people and found that users wanted to see more relevant content and less promotional content from brands. In this blog post, we will go into more detail about what Facebook’s announcement said, how it will affect you and what our recommendations are for 2015.
What Facebook Said:
Here is what users DO NOT want to see posted by brands on their newsfeeds:
1.) Posts that solely push people to buy a product or install an app
2.) Posts that push people to enter promotions and sweepstakes with no real context
3.) Posts that reuse the exact same content from ads
Examples provided by Facebook are as follows:
In the release, Facebook states that pages who “post promotional creative should expect to their organic distribution to fall significantly over time.”
How Updates Will Effect Businesses & Next Steps:
This means that it is not recommended to push products, services, apps or contests within your brand page posts. If you would like to promote products, services or a contest, similar to a newspaper or magazine, it would be best to “buy your space,” meaning purchase an ad.
Pages still matter as they are an extension of your brand identity and you should continue to utilize your brand page to stay in front of your audience. This will change content strategies for some businesses, however, we currently do not recommend pushing promotional content in social posts. This further proves the need for high-quality content that is relevant to what your customers are looking for. This content should provide value.
As mentioned in a post via Marketing Land, “The News Feed is more a discussion among friends and your challenge as a brand is to get people to talk about your brand for you. Use your page as a testing ground to see what gets people going and do more (or a better job) of that thing.”
To maintain relevancy naturally on Facebook we recommend the following:
- Create visual content such as photos, videos & infographics. 40% of people will respond better to visual information than plain text. This content is easy to digest and easy to share for your users.
- Create content that helps solve a problem, dive into an issue, explain a process, etc.
- These can be in the form of a white paper, blog posts, brochures, e-books, webinars, case studies, pod casts, etc.
If you would like to promote your business on Facebook we recommend testing the following strategies:
- Retargeting using AdRoll
- In-depth targeting by utilizing the data collected on your users. You can create ads by:
- Using demographic data to hone audiences
- Segmenting interests to lower ad costs
- Incorporating behavior for high conversions
This announcement hasn’t changed the game tremendously, but businesses need to be much more strategic and have time to devote in creating these types of high quality pieces of content. In addition, there will more than likely be a surge in Facebook advertising, which also means businesses need to have a strategic plan in place to reach their customers while balancing a positive ROI.