“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.” Mark Zuckerberg said in one of his recent posts on Facebook. He was talking about Facebook’s changes to the News Feed. It has caused quiet the discussion among brands!
Zuckerberg goes on to comment that Facebook’s purpose is to help friends and family connect on greater levels. I will say that Facebook is great for this. Pictures of family that live out of town is always a joy to see!
Zuckerberg announced in his post that he is going to bring Facebook back to its roots.
“We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” – Mark Zuckerberg
Zuckerberg mentions two main ways that Facebook’s changes to the News Feed will affect your brand/business:
#1. The Facebook News Feed will now display much more from friends, families and groups.
#2. You’ll see less public content like posts from businesses, brands and media.
Zuckerberg says, less of your business and more of people’s personal lives. It sounds like all negative news for businesses, right? Well, not quiet. Toward the end of Zuckerberg’s post, he gives us two hints about how to continue to grow your brand on Facebook.
How to continue to grow your brand/business on Facebook in the future:
#1. Your content must encourage meaningful interactions between people. Meaning, friends and family conversing. Create your content to get them commenting and tagging each other.
#2. You must avoid creating a passive experience. You must create an experience that brings people closer together in a positive way.
#3. Zuckerberg mentioned something important during the 4th quarter of 2017. He said the future of growing your brand/business on Facebook would happen through live video. Translation: If you want your name to get out there, use live video. Live video as more valuable than standard posts from your brand/business.
#4. Avoid the “engagement-bait” trap. Don’t ask for people to comment, like, vote, share or anything. Asking for any sort of action is a red flag within Facebook’s algorithm and will cause less viability.
#5. Get active in Facebook groups. If you engage your brand in Facebook groups, by commenting and sharing valuable feedback, your brand will grow.
There is much more to talk about on this topic. For sake of keeping this blog post shorter than Zuckerberg’s Facebook post, I’m going to end it here. If you’d like to further discuss Facebook’s changes to the News Feed, please join the Creating a Brand Community.