…and what it means to you.
On January 11, 2018, Mark Zuckerberg CEO at Facebook made a big announcement. Quickly labeled as “Facebook Apocalypse” and “Facebook Zero”, marketers and small business owners started scrambling and worrying about what it all means for their businesses. There have been several more announcements since then.
In this post, I’ll break down the changes and what it might mean for your business.
In his first update on January 11, he let us know that feedback from Facebook users is driving these changes. The Facebook community has spoken. they are tired of seeing so many posts from businesses, brands, and media in their newsfeed.
Zuckerberg’s 2018 goals for Facebook are:
- Less passive activities via articles and videos
- More relevant content that creates meaningful social interactions
- Less public content (posts from businesses, brands, and media)
- More posts from friends, family, and groups in your news feed
- Less regular video
- More live video
- Less overall time spent on Facebook
- More quality in time spent
His January 31st update passed along some bombshell news.
Zuckerberg estimates that these changes decreased time spent on Facebook by roughly 5% in the fourth quarter — or an estimated 50 million hours every day.
Things Facebook is pushing now:
- Facebook Watch — and especially Watch Party where friends can watch a show together.
- Stories are being heralded as a better format for sharing multiple quick video clips throughout your day.
- Groups – smaller groups of friends and family, and larger communities where people connect around shared interests.
- Marketplace – connecting people through commerce. More than 700 million people each month now come to Facebook to buy and sell things.
- Messenger and WhatsApp as business communication tools. A plug-in for Messenger so people can chat live with companies on their websites and the newly launched WhatsApp Business — designed specifically for small and medium businesses to connect with people they want to reach.
What does this mean to you?
If you are used to using Facebook to generate interest for your business page, the scenery is changing and you will need to change with it. Pay attention to what Zuckerberg and Facebook are focusing on.
Interaction is going to be the key factor in whether or not your posts are seen organically, or if you will have to pay for Facebook ads in order to be seen.
You will hear a lot of whining and complaining in the coming months from marketers and businesses who don’t like the new Facebook algorithm. You can join the pity party, or you can roll with the changes and come out ahead.
The choice is up to you.
My tips for surviving the changing Facebook algorithm:
- Don’t just post quotes or quote graphics. Ask a question that will get your followers to engage not only with you but with each other.
- Start doing Facebook live videos once or twice a week.
- Throw a Facebook Watch Party that is relevant to your followers.
- Rely more on the stories feature on Facebook, Instagram, and WhatsApp
- Create a group(s) that is relevant to your followers, product or service
The bottom line is, these changes should be great overall. They will improve the quality of content you see in your own personal newsfeed.
Businesses will have to be thoughtful about what they are posting. It might take a little more work, but it will be worth it!
If you want your business to remain relevant and visible on the Facebook platform, you will have to work on developing relationships with your customers, and that’s a good thing!