You may have heard about the big Facebook Newsfeed update that was announced most recently! If you haven't here is the latest post from Mark Zuckerberg about what they are trying to do for users! Check it out here!
I tried my best to break down my predictions about what I believe will happen to advertisers in the new year based also on my most recent engagement with other social media groups as well!
First, Let's Understand What They Want?
1. User-to-user is prioritized. The more posts we see from our friends & family, the longer we stay on the platform.
The news feed is created based on a ranking system. Facebook wants to you to see more stuff from people, before seeing stuff from pages. So you can expect to start seeing more posts that come from people and fewer posts from businesses and pages!
2. Commenting & Sharing Posts from friends & family!
Posts that comes from businesses & pages that gets commented on, or shared from your friends gets a DRAMATIC BOOST! Once again, posts that gets shared from your friends and family, commented on from your friends and family. These things are user-to-user engagement which gets dramatic boosts! Page Post Engagement objectives has always been the determining factor for increasing the performance of your ad campaigns! These types of posts will get prioritized in your feeds now, and passive posts are no longer going to be getting reach!
Let's Not Freak Out!
Now what I believe this could mean for advertisers is this. More placement in the feeds for organic posts could result in less placement in the feeds for sponsored posts! (Of course! Because the feeds are getting filled up with spammy salezy stuff, Facebook has made the decision to give it's users what they want which is more stuff shown from our friends and family)
Cost per bidding could increase making advertisers like us have to pay a little more extra to get our ads shown. However, remember Facebook rewards us for showing good content! It gives us discounts in the auction when our content is shared by our friends and family so it's a win win for people who are promoting good content!
The Good News!
Well, actually the great news is that Facebook is going to cater more towards posts that are getting the most engagement. This is awesome because now the AIDA Formula is more important to incorporate into your business than anything! It is so important to provide value to people on the platform that it is to instantly go after the immediate lead or sale! How you engage your users on the front end, what type of content you give them that they can apply to their everyday life will always determine whether or not they will continue their relationship with you in the long run.
I actually was running some promoted video posts that provides value to users, and it's getting more engagement than it ever use to! This is beneficial to me now, because I am able to grow a solid video audience that I can retarget to at a much more cheaper rate than I did before! So it's still kinda weird to be getting more engagement if it's suppose to be disappearing right?
Once again, if you continue to provide value to your users and they are sharing the hell out of your content then Facebook will reward you! Your sponsored posts will be promoted in the feeds to more people and it will be ranked higher and higher as it goes along. This is why it is important to create a marketing calendar on what type of posts you will promote on which dates, allowing yourself to capture a good idea on when you should rotate your offers, audiences, and ads!
Create High Quality Content!
Create content that gets shared organically. Facebook's latest algorithm change in 2017 was demoting "Engagement Bait." That means no more posts that promotes to users trying to get them to comment, share, or like. They are trying to find these types of posts and you will get in their bad lane. I recommend not putting the words comment, like or share in your copy. Just ask your users to let you know what they think should be okay.
Facebook wants conversation. Messenger provides it!
You should not ignore this method of communication. There are organic broadcast options and follow up options all with messenger softwares that you can use! I prefer Manychat.
Last year, Facebook’s focus was on furthering video and live video. Messenger appears to be Facebook’s next frontier. It's already a huge success for marketers who have went all in with messenger bots, however this is going to play one of the biggest roles in 2018 I believe!