Okay – so Facebook has made a change that, on its face (pun absolutely intended) could be more bad news for brands. Not only has organic reach become somewhat of an urban legend, but also with the new See It First feature, users can control what they see and how much they see it on their newsfeeds.
In layman’s terms – IF your brands posts actually reach your audience without the help of Facebook advertising, a consumer has the option to unfollow any brand that has appeared on their newsfeed for the past week. After trying it ourselves at Gremln HQ, we can confirm it really is easy to do, and rather addictive (hey, I didn’t know I followed these guys – click! They’re gone). That’s the bad news.
The good news is the option to re-follow a brand is equally easy. And there is a section called Discover New Pages that recommends other pages you might like, based on pages you have liked previously. So if you’re tempted to throw your hands up and abandon ship on Facebook, think again – according to a study by Constant Contact, 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. So while getting and keeping an audience on Facebook may take extra effort, the effort is still worth making. Here are 3 tips to keep your brand sticky on Facebook newsfeeds.
1) Tweak your content strategy.
Whereas before it might have worked to create a strategy that translated across multiple social networks without losing much in the translation, now it’s pretty unwise to take a “one size fits all” approach. Facebook has pivoted to give more weight more dynamic posts, including:
- Video or gif posts rather than static images
- Posts that have interactions more than those without
- Posts that have less promotional content.
The net net is that it’s time to get REALLY serious about what you’re posting on Facebook, and make sure it’s robust enough to please the algorithm AND the discerning user.
2) Invest in video.
Use your own judgment on how much you invest, but do something. Even if it’s just a smart phone, capturing company events or culture videos is a must! Facebook native videos have destroyed static images for organic reach and are getting approximately 3 billion views a day. Take note of that phrase NATIVE VIDEO however; YouTube videos don’t perform the same way as videos either shot or uploaded directly to Facebook.
3) Post with care.
Keep posts to 1-2x/daily, between 1pm and 4pm.
Taking a glass is half full approach, the new changes could actually make life EASIER. A “less is more” Facebook strategy cuts down on the noise and frees you up to focus your effort on great campaigns and content. If you need a few pointers on strategy, make sure you check out the GREMLN ebook, The Financial Services Guide To Social Media Strategy!