Facebook for Business had a major change at the start of 2018 that has many Businesses hearing death rattles and funeral dirges. What was this big Facebook change? What does it mean for your Business and Brand? Does it really mean the Death of Facebook for your Business?
Is Facebook for Business Dying?
Facebook for Business has changed its news feed re-ordering what friends and family share, which reduces the amount of content that users see from brands and publishers. The impact of this means businesses need to extend their Social Media budgets to pay for Facebook ads and “boosting” and create engaging content.
This change occurred on January 11th, 2018.
The head of Facebook’s Newsfeed, Adam Mosseri shared this update from Mark Zuckerberg about the change:
“The update will, I believe, be an opportunity for Facebook business pages to become more creative and show the authentic side of their brand. One of our big focus areas of 2018 is making sure the time we all spend on Facebook is well spent. We built Facebook to help people stay connected and bring us closer together to the people who matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness. But recently we’ve gotten feedback from our community that public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other.”
Smart businesses and brands are doing this already, however, if you’re not, you’ll need to understand the update to re-strategize your social media marketing inside Facebook for Business.
Facebook for Business: The New Strategies
Limited Space for Your Business
Space in the Facebook feed for businesses decreased since the change in January. Business and Brand pages may see reach, video watch time, and referral traffic decrease. The impact will vary depending on the type of content, and how users interact with the content. If your posts do not get much reaction or comment the decreases in reach will decrease. Business pages whose posts elicit conversations between users, as well as likes, follows, and shares, will experience less of an effect.
Paid Campaigns for Your Business
Paid ads may seem like the only solution to have your Business and Brand seen by anybody, which equates to a higher Social Media budget than you had before the change. To make matters tougher for businesses on Facebook, paid Facebook ads are questionable. Likes and follows are often from users paid for their likes and follows. Clicking one of the users who react to your boosted post you may very well find rarely used Facebook profiles. Your business may also find that most likes and follows are from other countries.
Narrowing the target of a paid campaign helps, but the more focused the target the smaller the served audience. That said, some local businesses have success with narrowed targeting. The return of likes and follows are greatly reduced, but the conversion rate higher, as they are potentially qualified leads.
Q4 of 2017 saw Facebook paid rates go up by 35%, which means you are paying more for smaller results.
Brand Identity for Your Business
Social Media Brand Identity has never been so key, and engagement with your current and potential customers has never been so important, too. The frequency of activity on your Facebook Page is a must. You can’t have a Page go stagnant for any span of time.
Being active daily on Facebook is vital and not just posting content, but also interacting with the Facebook Feed. Also, you need to add Videos and Live Stories to your Page. Engagement significantly increases with Videos and Live Stories. You must entertain, educate, and engage with users. “The Big 3-E’s”are everything for your Business on Facebook.
Since there are higher budgets at stake for your Facebook presence, smart content, branding, and targeted content are vital. Videos and Facebook stories, and engagement with Facebook users is a Must, as well. What you Post is the difference between being seen, or being invisible. There has never been a more important time to have Social Media expertise on your side. Contact Ace Media today to discuss the best Strategy for your Business and Brand on Facebook, in 2018.Follow Ace Mod Media