Current Facebook marketing strategy should be focused on creating content to engage audience and interaction.
With the primary objective of uncluttering Facebook and reverting back to Facebook’s initial motto of facilitating people-to-people interactions, Mark Zuckerberg announced on January 11th, 2018 that Facebook will be prioritizing content shared by friends and family over content produced and shared by brand pages. For brands, this update to the algorithm means that their content will be occupying fewer and fewer space on the News Feeds of Facebook users.
In the words of Facebook's Head of News Feed Adam Mosseri, “Facebook will begin to shift ranking to make News Feed more about connecting with people and less about consuming media in isolation."
This may be great sounding news to Facebook users as they will now be able to scroll through kitty photos uploaded by their crazy cat lady neighbor or the updates on the bridal shower of their best friend; this is truly unfortunate for marketers. They will have to completely reboot their Facebook marketing strategy in order to still be visible on their consumers’ News Feeds.
The new Facebook marketing strategy that marketers should be designing should not be focused around gaining more likes. Rather, the emphasis should be on creating content that engages audience and contributes to their interaction with other people.
Facebook pages no longer stand a higher chance of visibility on News Feeds if they have greater likes. However, if they produce content that their audience feels compelled to share, then the page is bound to be more visible in News Feeds.
Here are some reasons why you should not be focusing on likes if you wish to conquer the new algorithm:
If one truly thinks about it, this algorithm update is representative of where digital marketing is headed from now on: towards creating useful user experience through meaningful interactions. Facebook is indeed a trend setter and pioneer in the aforementioned. It would not be long before Instagram and other social media channels follow suit and devalue likes and follows over people-to-people interactions.
Therefore, this is a time when it is important for everyone on the team, including the web design company, marketer, content creator, and entrepreneur, to get together and learn from this update in algorithm.