Last week, Facebook announced that they will reduce reach for branded content from brands. Instead, Facebook will prioritise content from family and friends:
You’ll see less public content like posts from businesses, brands, and media. And the public content you see will be held to the same standard [as post from family and friends]– it should encourage meaningful interactions between people.
(read Mark Zuckerberg’s full announcement here)
Is it time to leave Facebook?
So what should you do? Should you jump ship? Not quite.
Here are my tips for adapting your content distribution to the new reality.
Create a Facebook group for your business
Facebook has big plans for groups. Last year, they rolled out the option for pages to create groups. Think about which parts of your content or brand strategy can be the focal point of a community.
Build an employee advocacy programme
Now is the time to leverage the network of your employees. With the new changes to the algorithm, employees become very powerful amplifiers of reach.
Hot tip: Remember that a good employee advocacy programme starts with good company culture. It’s not just having good tools.
Use Facebook Live
Using live video is a great tactic for repurposing your content – and repurposing content is an essential part of any content strategy. For instance, do a short Facebook live session to share key learnings from a whitepaper. Then link to the full report in the comments section.
Events are a big bet for Facebook, as they look to extend their promise of building community into the physical world. But events don’t have to be physical meet-ups. Virtual summits are becoming very popular. Try using Facebook events to promote an upcoming Facebook Live session. Make sure to connect your event with a call-to-action that drives people further in the client journey.
Help top management be more active on Facebook
Now that Facebook is all about content from family and friends, it becomes even more personality-driven. Getting top executives to prioritise Facebook can be difficult. But it pays dividends in terms of reputation management, branding and talent attraction. Just look at how Michael Dell uses Facebook to add a human face to the Dell brand.
Create a Messenger bot
Chat bots are an interesting direct marketing and customer service channel. In the future, more conversations between people and businesses will move to messaging platforms, so now might be the time to start experimenting. Messenger bots won’t help you gain prominence in the newsfeed, but it’s still a good distribution tactic.
Parting advice: create a diversified content activation plan
Several of these tactics are long-term commitments. They are not quick fixes.
If anything, the news from Facebook proves an important point: brands need a diversified and constantly evolving content activation strategy in order to be successful. So apart from rethinking your approach to Facebook, you need to develop a distribution plan with multiple outlets for your content. That way, you’re less vulnerable when the digital media landscape shifts again.