How to deal with the new Facebook algorithm change
Facebook has changed the rules of the game. It is not the first time that this has happened, in the world of digital marketing it has become common for algorithms to be modified from time to time and new updates to be released that make us have to relearn what we have learned, but this is, without a doubt, the most important renewal of Facebook. So much so that there are even those who say that it could be the end of it. We tell you all the details!
Facebook's new algorithm rewards posts from friends and penalizes those from brands and media outlets, but there are ways to deal with it.
Chronicle of an announced algorithm change
Facebook has been implementing changes for more than a year. wants to fight against fake news and it does so by rewardingl local content, but now it's gone a step further :vaa give priority to user publications, to the detriment of pages, whether they are media and/or companies.
The founder of Facebook, Mark Zuckerberg, has stated that this decision has been made because this type of content is less interesting to the user and causes them to end up leaving the social network sooner, but is this really true?
It would not be if we take into account the main studies in the sector. More than half of adults who read news on social networks do so through Facebook. According to data from the Pew Research Center, 54% of Facebook users follow brand profiles, while a quarter regularly interact with them.
In any case, from now on only the local media will be relevant on Facebook, and brands must publish content that generates interaction and debate among users.
The controversy of the new measurement of organic reach
But this is not the only change that Facebook has made. In addition, it has announced that someone will now be considered to have seen content if it appears on their screen, which leads us to ask: so how is it mediated so far?
Well, it seems that Facebook has been deceiving us, giving us aThe organic reach numbers that weren't real since they counted as views all the publications that were uploaded to a user's wall, without necessarily being viewed. That is, a publication that a user did not see because it was in the lowest part of his wall and did not get to slide to that point, was counted as a view.
This has generated great controversy because, of course, now the brands will experience a sharp decline in organic reach. And let's see who explains to customers that everything is because Facebook has deceived us.
How to survive these changes?
Let's go to what I eat marketers really interests us: how are we going to be able to survive these changes?
1: That your users indicate that they want to “see you first”
Yes, just as you are reading it. Just below the “following” button appears the “see first” option. If our users select that option, our posts will continue to appear to them as often as they see them now. In this sense, it is advisable that we make a publication in which we invite our followers to mark this option. We lose nothing by trying, although there is a catch. Each user can only choose 30 pages to see them "first".
2: Post content that sparks discussion
Facebook wants people to interact and exchange opinions in our posts, so we will have to publish content that generates discussion. Eye, it is not worth that they interact with us, they must do it with other users. How can we achieve this? With Titles that attract attention and that invite you to leave an opinion.
3: Bet on videos
The videos on Facebook do not stop gaining weight. Forget linking to YouTube videos and bet on videos within the platform, the Facebook algorithm will favor them.
4: Take care of your online reputation
The evaluations of your users will also have more importance within the Facebook algorithm, so take good care of it, and invite your users to leave their opinion about your products and/or services, so Facebook can see that you are a company you can trust.
5: Paid ads: your wild card
If none of that works, you can always resort to the wild card, which never fails: pay Facebook for your users to see your content. You will see how you get the maximum diffusion.
