Most marketing experts agree – if you’re not leveraging Facebook for your small to medium business, you’re leaving money on the table. Unfortunately, Facebook’s new algorithm is going to make that money a little harder to get. When Facebook’s founder, Mark Zuckerberg, announced changes to the social media giant’s platform, most of us were hoping for less fake news, but it also filters out some ads and sponsored content that even Facebook users agree to follow.
Facebook’s new algorithms preference personal interactions over business content. One work around can fix this, but it may require some extra energy. The trick? Make your content good.
We’re not talking quality as much as shareability – that thing that happens that tickles or excites someone enough to share it with friends and family. All your content should be quality, but if it’s not shareable – meaning if people don’t find it entertaining enough to comment on or share – it won’t get the attention you want it to from Facebook’s crawlers. This “shareability” factor is the most crucial aspect of the new algorithm changes – it informs every other thing you do.
Your content should work toward active engagement rather than passive engagement. It isn’t enough for users to follow you – they must like and comment and share what you are posting
The idea is that Facebook is prioritizing more personal interactions, but it’s figuring out what’s personal by the number of comments, likes, shares, messenger shares, and other types of engagement.
Here are a few ways to increase engagement and keep your content at the top of your users’ feeds.
The only thing you can be sure of in the digital age is that nothing stays the same for too long. Expecting change helps your business stay on its toes, but one thing will never change – when you offer entertaining content, you’ll attract more attention.