The new Facebook algorithm: What does it mean for B2B?
On 12th January, Facebook announced they would be changing their algorithm to prioritise social posts from friends, family and groups on the feed, and move content from businesses, brands, and media further down the pecking order.
CEO, Mark Zuckerberg, said his reasoning for doing this was “Facebook was built to help people stay connected and bring us closer together with the people that matter”. They recently received feedback that stated “posts from businesses, brands and media, were crowding out the personal moments that lead us to connect more with each other”, and, “watching video, reading news or getting a page update is just a passive experience”. After all, as Zuckerberg says “research shows that strengthening our relationships improves our well-being and happiness”.
Perhaps the change is for the best for the Facebook community. But this impending change will undoubtedly have an effect on brands and businesses.
So how should B2B businesses approach this change? Below are four key factors B2B businesses should consider when planning for their social media activity, post-algorithm change.
It’s often hard for B2B businesses to cut through the noise, that’s why creating engaging meaningful content is the answer. B2B businesses shouldn’t be frightened of thinking outside the box, and trying something new. One great way to do this is through influencers. Barclays Business demonstrated how well this worked with Joe Wicks aka The Body Coach on keeping your business “lean”. Also, when thinking about content type, always ensure videos, are front of mind. According to Locowise, videos are the Facebook format most likely to reach and engage audiences.
- Paid Social
No doubt you’ll understand the importance of paid social as a marketer. To boost your organic social on Facebook, businesses should consider running paid social activity in tandem. This is a common social media tactic pre-algorithm change and now carries more importance as we plan for future activity. Need convincing? Read this case study on ROI from Hootsuite.
Now, you know that much of this new algorithm change stems from what people are commenting. But asking your audience to “comment” or “tag your friends” will demote your social post, as Facebook will pick up on this to be spammy! So why not encourage your loyal Facebook community to activate the “see page first” (side note – users can only select 30 people or pages to see first). This will bump your page to the top of their News Feed. Don’t be shy to ask them – after all, you don’t ask, you don’t get.
- Data Insight
Don’t overlook data. Pay attention to the organic social posts you’re sharing, and the engagement levels they are receiving. Make sure you put a monthly report together to look at what content is working and what isn’t, then adapt your organic social media plans accordingly – remember it’s not about the reach anymore, it’s about what people are engaging with.
The “See first” function on Facebook: