Changes to Facebook Advertising – What you need to know

Changes to Facebook Advertising

In January this year, Mark Zuckerberg announced a change in Facebook’s news feed algorithm. That might not sound like a big thing, but it will change the way Facebook users view the posts on their feed and how visible Facebook advertising will be. The way content is prioritised will be changing.

If you are an “average” Facebook user, then this might well be a good thing for you. When I say “average”, I don’t mean you are an uninteresting social media user, I just mean you are using Facebook to look at what your mates are up to and to post photos, not market your business or your brand. The big change will come for those who are using Facebook to market their business and brand. If that’s you, this recent change might make your life a little bit harder, but don’t worry, I’ve got a few tips to help you out. 

What’s changing?

Mark himself said that we’ll be seeing “less public content like posts from businesses, brands and media”. He’s also said that the public content we will be seeing should encourage more meaningful interactions and will be held to the same standard. This is all very well but what does that actually mean for us? 

What does it mean for the average user?

You’ll be seeing less content from brands and businesses and more from your family, friends and the groups you follow. More of what you want, and less of what you don’t want. So, you should be seeing less badly written quizzes and ads about hair care and more pics of your colleagues’ kitten (cute) and your neighbour’s new shed (not so cute).

This is meant to make your experience more “meaningful” and to make sure your time on Facebook is well spent. When I say “well spent” I mean not having to waste as much time scrolling through tonnes of ads trying to encourage you to buy things. No one got Facebook for the ads did they? They got Facebook to keep in contact with their friends and family all over the world, and so they could see what they were getting up to. This change is allowing the average user like you and me, to spend more time looking at the things that are really relevant to us. 

What does it mean for businesses and brands?

If you are a business or a brand, you are going to have to work harder to make sure you are getting customers attention.

Zuckerberg has warned that the change may result in users spending less time on Facebook, therefore reducing the amount of time you as a business or brand have to reach out to your consumers. In short, you are going to have to make sure your content is pretty epic to stand out from the crowd.

So, you are wondering how you stand out from the crowd, aren’t you? Well, luckily for you, I’ve got a few tips and tricks up my sleeve to help you maintain your reach.

  1. Keep it relevant! Don’t post unnecessary content. If it’s irrelevant to them, your consumers aren’t going to go out of their way to view it.
  2. Quality, not quantity! We all know we need to keep posting to keep people engaged, but don’t post ill-thought out content just for the sake of posting it. Make sure all your content is top quality, just like your brand is.
  3. Spark conversation! Meaningful interactions mean comments and shares. The best way to generate these is to raise a question and spark conversation. You want your consumers to want to let their friends know about your post. If people’s friends and family are talking about your post, it’s more likely to get seen by more people.
  4. Boost Facebook followers! Keep encouraging customers to follow your Facebook page. Users can still choose to see posts from their favourite pages first, so make sure you are one of their favourite pages.
  5. Up your ad budget! Spend more time and more money on making good quality content. High-quality content will make sure you stand out from the crowd, and mostly, that means you need to spend more money.
  6. Keep it lively! We love a live video these days and they can get you a lot more interaction than standard video content.

So, how are you going to change it up to stay relevant with these changes? Would love to hear your thoughts below.

Also, if you need to learn more about Facebook The Content Hub is running their popular Facebook for Business course next month. So if you would love to learn about Facebook face to face and be surrounded by like-minded people in a lovely environment, consider coming to Bundeena for the day.

A blogger with a tendency to rant and a flair for the creative things in life, who doesn’t shy away from asking the difficult questions that divide the nation, like “milk first or last when you’re making a cup of tea?”.


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