Well, Mark Zuckerberg caused a bit of a stir earlier this week for anyone using Facebook Business Pages and Ads!
I have been listening to several Facebook experts whom I trust, to better understand what the changes announced by Facebook are likely to mean for businesses, who rely on Facebook to deliver Ads to their target audiences.
Here is the best advice available at the moment from the Facebook experts I trust most. My thanks to Peter Martin, Helen Bromfield, Sean McCabe, Rik Mulredy and Josha Axe. In case you missed it, Facebook announced a major update to its News Feed algorithm in an effort to get back to its roots: “Helping bring people closer together and stay connected with their friends and family.”
To do this, Facebook is “going to gradually introduce updates to News Feed that increases the weight we put on friend interactions. Posts that encourage conversations and interactions, such as comments, shares, and reactions, will be prioritised over posts that are consumed passively.”
How Does This Affect Business Pages?
Facebook is saying that Pages may start to “See a decline in their organic reach, referral traffic, and total video watch time, although posts that lead to more meaningful interactions will see less of an impact.”
But they have also come out and said they “Will continue to work to better understand the types of posts that promote meaningful interactions – particularly for Pages.”
What does that mean for us?
As with any new update on Facebook, it’ll take some time for Facebook to work these things out.
Does This Update Affect Ads?
You can breathe easy, Facebook isn’t making any changes to its ads ranking right now.
However, what Facebook IS being very clear on is this…
They don’t want people doing any kind of “Engagement Baiting” as they call it. Essentially, trying to get audiences to comment on your posts — such as asking people to “Comment YES if you like rock music” in order to get broader reach.
It remains to be seen, but this may have a direct impact on ManyChat’s Comment to Messenger feature which allows you to automatically private message someone after they comment on your post.
Going Forward: Businesses & Facebook Ads
If you’ve been approaching Facebook ads by focusing on value first and providing great/helpful content to serve your audience — this algorithm update doesn’t affect you much.
You can still create and promote posts about your products/services and promotions – and Facebook is also being clear that businesses can continue to do things like:
- Create value and promote engagement inside Groups
- Reply to customer questions on your content via Comments and Messaging
- Create Events, to connect with your customers
- Upload relevant videos that add value to your customers and provides important updates about your products and services.
So, if you focus on creating content that serves and adds value to your customers and target audience – you should be fine.
Also, continue to #alwaysbetesting – to find what gets you the best results.