Late last month, Facebook announced that it will yet again be changing its News Feed algorithm. This change is designed to display the stories that are most relevant to users by prioritizing the content shared by friends and family over that of brands. Facebook users may rejoice, but those of us who manage brand pages, which have already been seeing a steep decline in engagement due to previous algorithm changes, are scrambling to figure out how we can make sure to get our message in front of consumers. Ultimately, brand engagement will come down to two equally important things: creating engaging content and spending money on Facebook.
Making your content engaging is a simple idea in theory, but much more difficult in practice. Everyone loves videos of monkeys playing with cats, but is that video really going to help your brand? Probably not. People follow your brand for a reason, they like your company and have an expectation to see content that is relevant to both you as a brand and them as a consumer. It’s important to tell your followers something they don’t already know, or show them something about your company they wouldn’t otherwise see. It’s about creating a personality for your brand. And sure, the occasional video of a monkey playing with a cat doesn’t hurt.
The second pill is a little harder to swallow. Facebook is creating an atmosphere that is becoming more and more “pay-to-play”. If you want to get in front of your followers, you may have to spend some money to do it. If you want to get in front of potential customers, especially if they don’t follow you, you’ll need to invest in that goal. That’s not to say that you need to break the bank doing it but a small investment, targeted properly, will go a long way. And ultimately, boosting your posts and creating ads is the only surefire way to get your message in front of people.
At the end of the day, Facebook is a business and they’re selling access to their users. They’re going to continue to make whatever changes they deem necessary to protect their bottom line, and we as brand managers have to keep up with the change. If you’re finding it difficult to keep up with the changes, give us a call and let’s see how we can work together to get your brand in front of as many people as possible.