Facebook Algorithm Changes Beneficial for Smaller Brands?
Back in 2006, Facebook dropped the “The” from the beginning of its name. And a year later, the social media site dropped the so and so “is…” from the user status update. These were huge changes according to many users of Facebook at the time. More than a decade ago, it was probably unlikely that anyone could have predicted how much Facebook would affect the daily lives of future users and how much we would love to gripe over algorithm changes. How will these Facebook algorithm changes benefit smaller brands?
History of Algorithm Changes
The Facebook algorithm hasn’t exactly made the best news in the last year. And as an ever-changing platform for individual users, business accounts and news/media, the algorithm has unsurprising undergone many changes since its formation. In 2016, Facebook launched Reactions to help businesses understand how people are responding to their posts. They also started to adjust the algorithm of the News Feed to display more content that they felt would be interesting to the user. And over the last couple years, the social media site has also worked hard to reduce the presence of Clickbait-type articles and “Fake News.” It seems like one of the greatest aims of these adjustments to the Facebook News Feed is to create a trustworthy avenue of information, rather than misleading and unreliable posts.
Just a few weeks ago, Facebook announced that the algorithm is again being tweaked, this time to “prioritize posts that spark conversations and meaningful interactions between people.” From this, it is evident that Facebook is striving to make its News Feed a place for worthwhile contact between users and brands. It means that the smaller brands have an opportunity to capitalize on the more intimate relationships between business and customer. It also means that larger, more corporate brands have to make adjustments. They will need to work harder to gain a sense of familiar rapport with its customers. In turn, this could give smaller businesses a leg up over retail giants on the social media platform.
What does this mean for marketing on social media? Will this hurt or help brand awareness in digital marketing?
Our quick tips:
- Utilize groups to interact with your customers. This may be the next frontier of omnichannel marketing for your brand. Think of it as a no-fuss approach to engaging in conversation with your entire customer base.
- Encourage customers of your brand to add your page to Facebook’s see first feature.
- Use Facebook Live. According to Facebook, “Live videos are totaling six times the interactions of non-Live videos.” This could be a great strategy to make company announcements or launch new products.
- If applicable to your business, take steps to be included in the new Facebook Local app. This could help businesses keep a better calendar of events.They can use location sharing and Stories to help people find each other and your product.
These changes to the algorithm will not impact the physical presence of paid advertisement on Facebook, but the price of ads is notably rising. This makes the stretch for organic reach more complicated. But given the right approach and strategy, it could make the outreach more likely to transition to a sale. At the end of the day, it seems apparent that we as marketers are being reminded that the site was created as a social network. So it’s time to get social and start some meaningful conversations with our customers.