Now that Facebook is reducing the visibility of brand page content in users’ news feed, basically to zero, social media marketers are retooling their strategies for garnering engagement. Brands that have not relied on organic reach in Facebook and Instagram will not likely see any changes this year. Those who do will need to take a serious look at other options.
Here are a few social media marketing ideas brands can use to stay top of mind with their target audiences:
Facebook utilizes a bidding method to deliver advertisements. Driving more advertisers to the bidding war will inevitably increase the costs of winning. Brands that have not advertised before, are likely to start now. For teams who already submitted their 2018 ad budgets based on last year’s numbers, this might result in reduced performance.
Brands are going to have to be smarter about their ad content and who they target with it in order to keep prices from sky rocketing. Facebook has a new campaign feature that is supposed to help auto-optimize better performing ads, which should save time for those managing large-scale campaigns. This Test and Learn feature might be worth trying out.
Tracx supports boosting and targeting Facebook posts within the platform.
If Facebook prioritizes trusted news sources and emphasizes local news, getting a brand mention in a local news story shared on Facebook will help brand exposure. While this will not impact engagement numbers, brands should be ready to target/retarget these readers after the story is published.
The focus on “people to people” engagement on Facebook will also make influencer content more likely to have higher reach than brand posts. Brands not already working with influencers are likely to reach out this year to activate a program.
Some influencers self-report their content performance. Having a social media monitoring tool like Tracx will help keep those reports accountable.
Facebook is a big believer in video being the future of social media. Their creation of “Watch” is one indication of this. Since its launch in 2016, Facebook Live video has been given a higher priority in the news feed, regardless of what type of page it comes from. Live video will continue to see organic reach and engagement well into 2018 – the same goes for Instagram Stories. However, now that more brands know this, the Stories content will have to evolve as well, becoming more creative and edgier, and less likely to rely on gimmicky tricks with boomerangs and filters.
Facebook has figured out that people are more likely to engage with informative content. Brands should take a cue from this and publish content about their products or industry that offer information and not just a hard sell. This idea isn’t new to brands like John Deer, American Express or Patagonia, which have been creating informative articles and videos for years.
Beauty bloggers are some of the best examples of this type of informative content expressed in a tutorial format. Perhaps this is why their content has some of the highest reach and engagement numbers in social media. These folks have taken the time to figure something out and then show fans how to do the same. They save fans time, frustration and occasionally money. If there is one thing fans seem to be short on these days, it is time.
In Tracx, content can be tagged and filtered by type, which allows for analyzing post performance by video to be done more easily and fairly.
While this Facebook feature isn’t new, not all brands have taken full advantage of it yet. There is a way users can tell Facebook that they want to see posts from brand pages, even if they don’t get boosted. Fans can click on the Follow/Following icon from the mobile app and be taken to a screen where they can click on another icon that says “See First.” These two extra steps will override the new algorithm rolling out this year, and keep organic content flowing into fans’ news feeds.
Educate fans, followers, email subscribers, by asking them to prioritize the brand’s Facebook posts by following these instructions: https://www.facebook.com/help/1188278037864643