“Live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities.”It’s worth noting that tactics such as “engagement-bait”, which prompt people to share and comment on posts, will not be favored by Facebook since they do not inspire meaningful interactions. Although most business Pages and public content will experience a decrease in their reach, the impact will vary according to the content that each Page releases. Marketers and brands need to start drafting content that is more relevant to the end user, the type that creates an individualized experience and is easily shareable. Driving more community-building content rather than promotional messages, for instance, allows your brand to develop a relationship with the audience – who will, in turn, look forward to reading what you share. It’s quality over quantity. The best way to boost the engagement on your Page’s content is by building a community around your brand: an audience who finds value and relates to what you have to say. With the right conversations, your followers will feel more involved and your social presence will grow. As a result, your chances of engagement increase.
What Does the New Algorithm Mean for the Ad Community?While publishers are panicked by the loss of Facebook’s referral traffic, media buyers and ad experts have remained relatively positive about the opportunity to sharpen up their content marketing strategies and build audience loyalty. As Fernando Galvez, Partner and Strategic Director at Benamor Advertising put it: “This change might seem like a huge setback for advertisers, but it actually makes sense: by favoring quality content that generates meaningful interactions, Facebook becomes a source for relevant communication and increases in value. In reality, the platform is preserving its existence while continuing to provide advertisers with an excellent tool for building an audience, monitoring performance, and driving business outcomes.” At the same time, the new algorithm will push brands to focus on creating content that is more meaningful to their audience, which in turn creates opportunities for advertisers. According to Facebook, the change will not affect paid posts, suggesting a decline in the effectiveness of organic posts and, as a consequence, an increase in CPM and cost-per-click rates. Even so, most agency executives say it’s still too early to determine the overall effects of the algorithm change on paid media. In the end, Mark Zuckerberg wants to stay true to Facebook’s original aim of bringing people closer together. Research has shown that social media can help people feel more connected and less lonely – measures that correlate with happiness and health in the long term – and the new algorithm will emphasize just that: although people will probably spend less time online, the time they do spend will be much more valuable. Make sure to turn on notifications for Benamor and stay tuned to our weekly blog posts.