Recently, Facebook made a big change to its algorithms, which is intended to deemphasize professionally written content in favor of user-generated content. The ranking system now benefits influencers and businesses who are constantly publishing content that resonates with users. This is causing problems for companies that relied too heavily on the technology platform’s algorithm to lift organic reach and go viral.
Driving user engagement has been at the forefront of effective social media marketing for years, but now more than ever, it’s critical to social media success. Digital marketing is always evolving, and social media will always tip the scale in user’s favor. This reality presents both an exciting and daunting opportunity for marketers.
The good news is that if you approach social media marketing the right way, you can still reach the same audiences without increasing your marketing budget significantly. Instead of focusing on the bad side of the algorithm change, capitalize on the good side and start creating content that will keep you high on social media feeds. Here are three ways to adapt your marketing tactics for social media’s algorithm change:
1. Buy Social Media Ads
Posting content and calling it a day just doesn’t cut it in this current social media landscape. Now, businesses must pay for ads to reach their target audiences on Facebook. Without paying for ads, your chances of reaching the right audience are greatly diminished. While social media algorithms are designed to make it easier for users to see the content they truly enjoy, it also makes it harder to reach users.
Another issue is that more and more businesses are publishing more content than ever, making it difficult to get audience’s attention. Competition for attention has grown significantly over the last decade. In fact, content consumption on social media in the past three years has increased more than 50%. So if you want to be heard on social media, the best solution is to pay for ads.
With Facebook’s user data trove, even in the wake of changes made to appease the public post-Cambridge Analytica scandal, it is the best medium for targeted advertising.
2. Don’t Depend On One Platform Alone
While Facebook’s value cannot be understated, it’s not a good idea to rely solely on one platform for your traffic; diversification is the key to success when it comes to social media marketing.
While Facebook is the most widely used platform for social media marketing, there are other alternatives, such as Instagram and LinkedIn. Instagram is growing rapidly and it doesn’t have a fake news problem like Facebook and Twitter.
You can find a diverse audience on Instagram. Even if your products are intended for older people, you can always find your ideal audience on the platform. With over 700 million Instagram users, there will always be an audience for your product or service.
3. Create Valuable Content
With the ever-changing social media landscape and algorithms, it’s increasingly important to create content that can generate genuine interactions and engagements between users and businesses. Content with more shares, likes, and emotional reactions linger in the news feed, which boosts reach. For marketers, this means creating content that offers valuable information and speaks directly to readers’ interests. A key opportunity is to create content designed to elicit the emotional reaction emojis for love, anger, laughter, surprise, or sadness. Facebook’s algorithms have shown special consideration for this content – more so than standard likes – and users share it at a much higher clip.
With so much content fighting for user’s attention, you can’t afford to offer the same thing as everyone else. For your efforts to bear fruits, your content must stand out from the crowd.