From Facebook Zero to Hero: The Marketeers Survival Guide
As you’ve probably heard by now, big changes are once again on the horizon for Facebook’s ever-evolving news feed. ‘Facebook Zero’ as is it is now commonly termed by the media is geared towards the user experience – favouring meaningful content from family and friends as opposed to adverts and news articles – in an effort to keep its users more engaged.
Ask yourself what you’d rather see; a family member’s gorgeous holiday photos, your best friends live videos and snaps after a fabulous night out, or, another piece of click bait led ‘fake news’.
Now, as a user, this is great news – but as a marketer,not so much.
Mark Zuckerberg commented:“We’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other.”
So, with this change in mind, it’s our job to work out the best plan of action.
Mix up your marketing game
First things first, you can’t rely solely on the organic reach of one platform for all of your marketing efforts. This puts too much control over your strategy into the hands of a social media platform you essentially know nothing about – everything could change at a moments notice (and often does).
So the first key is, don’t stick to one platform – you must diversify to survive. This is somethingReallySocialunderstands well and with an expert handle on Facebook, Twitter, Instagram and LinkedIn, we’re well equipped to navigate all platforms.
Understand that you must pay-to-play
This has been the case for some time now with Facebook. Getting your message in front of your desired audience demands a well-utilised advertising budget. Organic reach has been diminishing slowly but steadily, and this change means it’s more necessary than ever to make sure you’re getting your targeting right. The key is – spend smarter, not necessarily more. Consider niche interests and habits your audience may have to devise a strategy that enables you to reach them.
Engagement over everything
The changes Facebook are making to their timeline are not to penalise advertisers, they are simply to encourage more meaningful engagements between its users. Quoting Adam Mosseri (Head of Facebook News Feed):“we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.”
This reaffirms the critical need for super-engaging content that’s relevant to your target audience. Businesses should be focusing on fresh content consisting of high-quality imagery, videos (of course), and thought-provoking captions offering whit, humour or an informative edge.
So, our advice is absolutely not to give up on Facebook, after all, you need to fish where the fish are, and that’s where your customers spend their time. But, given this early notice, we would suggest that now is the time to heed the warning and take action. If your posts aren’t being seen, it may be because the content being put out isn’t relevant, high-quality or engaging enough. So, work at it, or work with us!
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