As we enter 2018 and we all start, and probably fail, to keep our new resolutions, a certain Mr Zuckerberg is making yet another big change that will effect every single business that utilises Facebook as a platform to market their business or product.
As you will know we are huge fans of social at Jigsaw Media and believe no matter who your target audience, that there is at least one social channel that needs to be a key part of your marketing strategy. Within the social spectrum we also believe that Facebook, even with their continued attempts to reduce organic reach for business pages over the years, is still king. Why? Well simply Facebook still has the volume with over 33 million active users every single month in the UK alone, not to mention the most powerful ads platform in the world. It also still has an incredibly wide age demographic across it’s user base and can therefore be relevant channel for most businesses – if used properly!
So what’s happening?
In his recent update Mark Zuckerberg, Facebook CEO, announced:
“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”
Ok, so we understand why Facebook are doing this from a user perspective and this means that they will be focusing on helping users have more meaningful social interactions rather than just delivering relevant content into their news feeds.
The main change here is in the News Feed; the main focus of Facebook. Expect to see more from your friends, family, groups and a lot less from Public Pages – That’s companies, brands, organisations, etc. This means for most it’s going to be even more challenging to get your company Facebook Page to achieve strong organic reach through posts and updates.
In basic terms, getting your company, organisation, etc’s content seen by people on Facebook; even those who have ‘Liked’ your Page, is going to be harder than ever before. Facebook doesn’t want Public Page content to be shown to users unless it’s something they deem is important or of value to the user. That they may like it or feel it may be relevant is no longer good enough to have your content shown.
Expect organic performance of content you post to decrease unless you have strong community engagement or a wider content strategy.
Facebook has been consistently changing their algorithm over the last few years, with each change having an adverse effect on organic reach of business pages. If you were cynical you might argue that Facebook is doing this to increase advertising revenues. Not me though…honest!
Over the coming weeks and months, we will be monitoring our Facebook insights very closely across all of our clients to see what impact that this change has, not only on organic reach but also the CPM of paid activity – the reality of it now is that CPM is probably just as, if not more, important than organic reach.
However we don’t want to scare you – what worked well before should continue to still work now. If you have had success with creating consistent & engaging content alongside tactical paid campaigns, then continue to do that but continue to monitor your results closely.
If you need any advice on these changes and how they might affect you then please don’t hesitate to contact me at firstname.lastname@example.org.