In January 2015, Facebook is changing the way the News Feed works for its users. These changes will specifically affect brands and the way they conduct Facebook marketing campaigns through their Facebook Pages. These changes can affect your company’s, so to help your business adjust, we have outlined some common questions and their solutions. It’s time to prepare for the Facebook changes in 2015 and develop a Facebook marketing plan to expand your reach.
What is Facebook Changing in the News Feed?
You have probably noticed that your Page posts aren’t appearing in News Feeds as much as they used to – I have. Facebook is implementing what they claim will improve the News Feed experience for users.
According to the recent announcement on Facebook’s official blog, Facebook will be reducing the number of overly promotional page posts in users’ News Feeds.
“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.” – Facebook
Characteristics that Facebook says make organic posts feel too promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
With this change organic distribution will decrease, so if you want to promote your services and products, your business will have to go the route of Facebook for Business: Facebook advertising. If Facebook Pages are an important part of your business’s Facebook strategy, this change means that you will need to use Facebook ads to get the same engagement on organic posts that promote your products and services.
How do these changes impact my small business if I don’t have the budget for Facebook advertising?
If you don’t have a budget to spend on Facebook advertising, here are a few suggestions to help you move forward.
- Evaluate your Facebook marketing strategy and create content that will be seen on Facebook. This type of content needs to provide value to your audience—content that they can learn from, share, and engage with.
- Use the correct link format when posting links on your Facebook page instead of burying links in photo captions.
- Post images and videos on Instagram and cross-post to Facebook
What if I have a small advertising budget?
One of the benefits of social media advertising is that it’s very flexible and is better able to accommodate budget constraints than traditional advertising. You can target your ads strategically to only the audience you’re trying to reach. Additionally, you can choose which Facebook posts you want to “boost”, and, as with Facebook ads, you can target these as well.
Targeted Post Promotion Example:
Say you want to promote a post to everyone in South Carolina who has chosen an interest of “Small Business” and their age is between 23 and 55 and your budget is $40.00. Your targeted post could reach 8,600 people. And, you only pay when someone sees your post.
Facebook intends on proceeding with implementing these changes even though they have received lots of negative feedback from businesses who rely on their Facebook business page for promoting their services and products. We’ll continue to monitor this and will update you if any additional changes are announced.