Blog

The Facebook Algorithm Change 2018: What It Means For Businesses


Earlier this month Mark Zuckerberg, the founder of Facebook, announced that they would be making some changes to the Facebook Algorithm (yes, again!).
Their aim is to prioritise posts that ‘spark conversations and meaningful interactions between people’ such as posts from friends and family, over public content and posts from publishers or businesses.

In addition to this, to help foster more authentic engagement, they have started to demote posts that use ‘engagement bait’. This tactic, ‘engagement bait’, aims to get lots of people to engage with a post in order to gain a greater reach. For example, “LIKE this if you want to find true love” or “SHARE this with 10 friends to win a new car”.

What does this mean for business Pages?

As Facebook roll out these changes, Pages may see the figures on their Insights decline. With that said, the impact will vary from Page to Page, driven by factors such as the type of content they produce and how people interact with it.

Business Pages which produce posts that people don’t generally react to or comment on could see the biggest decline in distribution. Conversely, Pages which post content that prompts conversations between friends will see less of an impact on their reach and engagement.

It’s important to note that using ‘engagement bait’ to encourage people to comment on a post will no longer be considered a meaningful interaction and may even result in the demotion of your Page posts.

It’s not all doom and gloom though. These changes don’t mean that Page content has been completely eliminated from the News Feed and people can still see posts from their favourite Pages they follow at the top of the News Feed.

What can businesses do to remain visible?

Here’s a few things you can do to ensure your business remains visible in people’s News Feeds…

Post Quality Content

Now more than ever, it’s crucial that you really understand your target market.

It’s essential that you are posting quality content that really engages your audience, not just with your product or service but also on a personal level. This also means avoiding any posts that could be considered engagement or click bait.

Work with Influencers

Take advantage of relevant influencers to help maintain an authentic relationship with your audience. Effective influencers will often receive a high level of engagement, meaning your business can essentially ‘piggy back’ off their posts.

Create A Robust Advertising Strategy

The changes will primarily impact on organic posts, but you can still achieve cut-through from a robust Facebook advertising strategy. It’s a cost-effective method of advertising that helps ensure your posts are seen.

If you are still feeling a little stumped, don’t fret, that’s where we come in! We can help you make sure your Page doesn’t drop off everyone’s News Feed and that you’re still getting that all-important attention.

For an informal chat about your social media strategy, feel free to contact our digital team on 029 2043 6587.