As of January 2015, Facebook have adjusted their algorithms to ensure that posts that duplicate or mimic advertorial content will achieve a significantly reduced organic reach than previously. They have done this for two main reasons:
- To increase advertising revenue.
- To deal with information density.
The subsequent drop in organic reach is just one of the reasons why many businesses – particularly small businesses – are moving away from Facebook towards other content platforms. It is not the only reason, of course. An emergence of new content forms is allowing many businesses to showcase their products and services in different and better ways than Facebook allows.
It is also the case that the consumers of 2015 want to make choices about the sort of content that they see. They have access to more apps and filters to restrict their content than ever before, and businesses that want to be able to reach new customers need to break through these barriers with the right content to convince these potential customers of their superiority.
The effect on content
For businesses that have chosen to remain with Facebook – and many have; the migration is not a complete one – they have had to rethink their content and marketing strategy. They are being forced, not only to create and post higher-quality content, but also to differentiate between “brand storytelling” and overt sales pitches.
The most obvious solution for those businesses who are dissatisfied with the sheer information density of Facebook is to move. Here at Digital Cherry we can help you to assess your social media strategy, and figure out whether Facebook is the best platform from which to launch your products or services.
We would not recommend making this decision lightly, as in many instances it can seem to customers that a business without a Facebook page today, is much like a business without a website. However, the important thing is to research your target market, and learn the platforms that they use.
Depending upon your brand, and your USP you might find that Google + is your ideal platform. For other people, visual platforms might be better, such as Instagram, and Pinterest.
Type of content
If you are to stand out from the crowd, then you need to ensure that the content that you are sharing on social media is interesting, unique, and shareable. It can be informative, funny, or educational, but it must be engaging.
You need to be able to separate your brand story, from your sales and promotions. Brands like Harley-Davidson, for example, are very skilled at this. For all the people that follow Harley-Davidson on social media, buy the branded clothes, or admire the motorcycles, only a fraction will actually be bike-owners. You need to make your brand stand for something, and you need to be able to do this without posting direct “buy this…” messages.
And finally, don’t underestimate the power of a paid ad. Facebook might have changed the rules slightly, but that doesn’t mean you can’t play the game.