Facebook changes are coming. These changes have a significant impact on business pages on Facebook. For small businesses, it could be frustrating. But it could also be a call to step up on valuable, relevant content.
Facebook Changes: Goals
Mark Zuckerberg says the Facebook changes will promote more local and relevant news. On his recent post on the subject, he summarised his motives for the changes as follows:
- Facebook wants to give users a more personalised experience
- Based on feedback from Facebook users. people see too many pieces of content from businesses
- Facebook wants to increase the quality of content on the platform
- There is a stronger focus on real engagement and interaction
This could mean less exposure for business pages as these pages move to a secondary news feed, first piloted in October last year. Facebook users will see news from family and friends in a primary newsfeed. The changes also mean that businesses might need to spend more on ads to be seen by their target audience. Small businesses without deep pockets will feel the pinch the most.
Facebook Changes: Don’t Give Up
But small businesses mustn’t give up. 62% of consumers on Facebook say that it is the most important platform for them. A bigger metric is the 80% of users who say that they are more inclined to buy from you if you have a credible, authentic Facebook page associated with your business. Business decision-makers are also keen Facebook users according to a recent article by HootSuite on Facebook Statistics. Therefore, the objective of small businesses should be safeguarding the top one or two spots on the secondary news feed in order to be seen by their target audience.
Facebook Changes: Live video
In this video, I discuss the changes to Facebook and how small businesses can still win the heart of their target audience by creating and publishing valuable content to the right people.
Facebook Changes: What Is A Promo Post?
Promotional posts are Facebook’s pet peeve. Avoid it as much as you can. Not sure if your posts are promotional? These three points just about cover it:
- The sole purpose of the post is to push people to buy a product
- You ask people to enter promos, giveaways or contests
- Your posts reuse the same content for Ads over and over
Facebook Changes: What’s the Solution?
Focus on knowing who to target, how to offer value to them and what you can do to stand out in the newsfeed.
— Tom Fishburne (@tomfishburne) January 28, 2018
To achieve these best practices when you create content for your Facebook business page:
- Create videos of min 30 secs, max 90s (longer videos rank higher)
- High completion rates (50%)
- Schedule posts on Facebook (instead of on 3rd party platforms like Buffer and HootSuite)
- No outbound links (e.g. YouTube, blog posts)
- Upload videos directly to Facebook
- Don’t boost posts (weak targeting and low conversion rates)
- Use Ads to target individuals on your business page (check out lookalike audiences)
- Create Facebook groups and engage there
- Use great images in posts (emotion, motion, colour)
- Spend time identifying your audience, grab their attention and build relationships
- Create motivational and inspirational posts
- Value offers (how-to videos, PDF cheat sheets, advice, demos)
- Promote local businesses
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