Facebook & Instagram Changes: What You Need To Know
As you may have heard, Facebook and Instagram both recently released some new information pertaining to some algorithm and API updates. I know the sound of it all can be a little overwhelming, and leaving you wondering, how can I keep up with these changes and ensure that my audience is seeing my content? We’re going to break down all of the updates for you, hopefully answering all of your questions, and setting you on the right path to combat the new algorithms.
The biggest takeaway from Mark Zuckerburg’s Algorithm Announcement last week is that Facebook will be prioritizing REAL conversations over repetitive posts.I know this sounds like common sense, but when breaking it down, this means that just posting links to your blog posts, or links to products won’t give you reach or engagement anymore. Facebook is aiming to prioritize “meaningful interaction,” where audiences are commenting back and forth, liking, and having real interaction with your content. So, the question arises, how can you ensure real conversations are taking place surrounding your content?
1. Create Quality Content
Choose topics that spark conversation, include questions in your post, take a poll, ask for feedback, ask for advice, or discuss relevant topics. Any interaction that will spark a meaningful conversation is going to ensure that your Facebook posts are being seen by your business page “likers.”
With that being said, avoid spammy language. Don’t start a post with “comment below if,” or “tag someone who.” These kinds of click bait posts will be tracked and read as “engagement-bait.” As Facebook published, “Using ‘engagement-bait’ to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.”
For more ideas, you can always refer to our theories on the Importance of Creating Original Shareable Content.
2. Use Real-Time Content
Videos and Facebook Live’s are an incredible way to really interact with your audience. We know that video production can seem tedious or frustrating, but getting up close and personal with your audience, in a face-to-face manner, is creating real meaningful conversations and will be prioritized on the Facebook feed. Not to mention, Facebook will be prioritizing people and business videos over the meme style videos currently flooding your feed.
3. Create a Facebook Group
Again, because Facebook is prioritizing real-life connection, creating a Facebook Group where your audience can come together and engage with each other surrounding a certain topic will boost your audience engagement. In this group, you’re not only creating a tribe of people who truly love what you’re doing, but because of that sentiment, you will gain more comments, likes, and interaction from those people, genuinely creating connection and relationships.
You may be asking, what will this algorithm change mean for my Facebook Advertisements? While we as a company truly believe that there are incredible alternatives to paid advertising, for those of you who do choose to invest in Facebook Ads, we do recommend that you hone your Facebook Ad Creation skills. Because of the Algorithm changes, many companies will be investing in more paid advertising to ensure their posts and products are being seen, meaning that your pool of competition for advertisements will be even larger. Ensuring that you’re targeting a very niche audience of potential consumers will be detrimental in executing successful Facebook Ads.
Last week, Instagram announced one of their most exciting releases yet: the authorization of third-party platforms to post directly to Business Instagrams. As a brand, and as an agency, we can’t express how excited we are for this update, as it will save so many people so much time.
Instagram will also be adding Business Discovery which will allow users to discover and read about businesses. We are excited to see how this unfolds and what it means for our business pages. We’re sure that more updates will be released as to how Business pages can maximize their reach and engagement within the Business Discovery.
Along with this, Instagram will also be releasing updated Insights to better assist businesses in analyzing and targeting their content.
However, this also means you may notice some changes in your Instagram interactions coming this July. The reason that we stress the importance of authenticity on social media is because Instagram’s API is beginning to weed out automated interactions such as comments, likes, pods, follow / unfollow chains, etc.
We are excited to see both Facebook and Instagram prioritizing authentic connection on social media, and know that our community of brands who favor collaboration over competition will only continue to thrive throughout these changes. If you have questions or need help strategizing your brand’s next moves on social media, don’t hesitate to reach out.
Written by Marisa Flacks, Founder of RISE Creative
RISE Creative was founded on the idea that small businesses, social enterprises, and non-profits don't always have the capacity to hire full-time staff to join in the efforts towards their incredible missions. We create extremely personalized ethical branding and digital marketing packages that fit your company's needs.