Earlier this year, Facebook changed its algorithm to show less content from pages. This change was made to favor content from people in your network and the groups you're apart of.
Facebook has been surprisingly transparent about these changes too. When the change went into effect, founder Mark Zuckerberg posted the following about Facebook's change of direction:
Around the same time, Facebook released statements on fighting spammy content—take, for example, this press release on fighting engagement bait. This content includes posts that directly ask users to tag friends, react to posts, or share. In short: content that has no real value and tries to game the system to get to the top of its viewer's Newsfeed.
Here are a few examples of engagement bait:
But Facbook marketing isn't dead yet
But don't freak out: Facebook isn't a dead zone for marketers. What is dead, however, is old growth hacks and spammy ways of getting to the top of consumer's Facebook Newsfeeds.
Facebook has made it painfully clear that you cannot game the algorithm with click/reaction bait. Instead, Facebook wants to see high-quality content. No matter what you post, make sure it's insightful and brings real knowledge to the table. As discussed earlier, Facebook doesn't want clickbait or "What Pokémon Are You" quizzes, but rather content that brings value.
In this article, we'll give you a few examples of content that works on Facebook in 2018 and beyond. Use these examples to improve your brand's Facebook strategy and, in turn, get back to the top of your audience's timeline.
Let's jump in.
Embrace video. Now.
It's no secret that video is the hot topic on social media—Facebook said so itself in a press release. Publish videos that show how to use your product or just a quirky video that promotes your service. Either way, if it's high-quality, Facebook will reward your efforts.
You don't need a video production team to make Facebook videos either. Some easy to produce videos include interviews with clients and team members, product demos, and "messages" from your CEO or another C-suite employee.
Link to relevant content
Don't have new thoughts to add? No worries, just link to someone that does.
This can be anything from articles related to your industry to a video created by an industry leader. Just make sure the content is relevant to your audience and isn't click-baitey in nature. Bonus points if you add relevant commentary and call to actions to your shared links.
Want to make posting third-party content easier? Try Social Report's Content Syndication and Link Framing features. Content Syndication lets you automatically repost content from approved sources, and Link Framing lets you brand third-party content with call to action buttons and custom banners that appear over the shared link.
Create a group and start a discussion
Just because reaction and comment baiting are dead doesn't mean you can't start a conversation.
One great way to increase engagement on your posts is to post thought-provoking content. This shouldn't be political or heated in nature, but instead, topics meant to spur conversation around your industry. For example, if you're a tech company, try and gauge thoughts on the new iPhone or changes to Windows 10.
There are a few ways you can go about this. One is by adding a call to action at the end of your post. A simple "What are your thoughts?" goes a long way, especially if the body of your post is high-quality.
Make a Facebook group
In his algorithm announcement, Zuckerberg noted that groups would be pushed to the top of the Newsfeed in 2018. This has proven to be true and users are seeing more content from groups on their Newsfeeds—sometimes more than pages.
With that in mind: now is a better time than ever to make a group for your brand.
When creating a group, post high-quality content that does more than promote your brand. For example, if you're a music store, make a group for local musicians instead of a group about your store's deals. This makes for a more engaging group and a better image for your brand.
But don't be afraid to brand your groups. For instance, if we made a group for social media marketing professionals, we could brand it "Social Media Marketing Professionals by Social Report."
Finally, embrace paid ads
Let's be blunt: organic reach isn't what it used to be.
And that means your brand should start spending more money on Facebook ads.
When targeted correctly, you can get your brand and its services in front of the right people. In fact, Facebook's targeting tools are so in-depth that you can target ads to any set of people you can think of. Mix that with high quality and relevant content, and you're gold.
While Facebook's algorithm change may have hurt your traffic in the short-term, there's still plenty of opportunity on the social network. Post high-quality content that brings value to your followers, and chances are you'll reap the rewards of increased engagement over time.
How is your brand making an impact on Facebook? Tweet us and we'll retweet the best.
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