Facebook changes all of the time. Take a deep breath and get over it. It’s the only thing that won’t change. In the latest algorithm change, Facebook is trying to keep you on Facebook for longer, without clicking through to another site. They want to be the whole internet, not just the busiest site on the internet. Why? Money. Don’t think they want to make your life easier, or your business grow. The new changes are entirely so Facebook can grow themselves.
That said, here are the things that can help you make sure your customers and potential customers are seeing your posts, and clicking through to your page.
Things that Facebook likes
- Stay authentic – this rates well with Facebook, and will keep your posts on the news feed. Your fans are people, and people like to be entertained. They want you to show your personality. And, they want to know you’re real. Facebook does too.
- Create video content – video is the number one must do for businesses, these rate highly and will get preferential spots on newsfeeds. The longer people watch, the better. So make it great. Facebook Live video is an excellent way to make use of this update. Southlanders love seeing people chat live, so if you’ve got the gift of the gab, turn that camera around and have a natter. Remember: 85% of videos on Facebook are watched without sound. It has to work without sound.
- Trending topics get preference – that means if you post about Same Sex Marriage the day Australia votes Yes, your posts will be considered relevant and will get preferential spots on newsfeeds. Don’t think you can jump on every trend though. Make it relevant to you.
Things that Facebook doesn’t like
- Avoid overtly promotional content (that’s any post selling something overtly, telling people to go to a particular event etc.) Be creative instead. Find another way to say we have 20% off today. Get a dog to wear a jumper saying it. Film the dog running around your business.
- Don’t post from hootsuite/buffer/third parties – this used to work. Now Facebook will penalise any posts from these sites.
- Avoid outbound links – try not to post links to a whole new website. Find the equivalent page on Facebook and link to that (where appropriate).
Check out our post on how to make great viral content and beat that algorithm.
Louise Evans is a creative copywriter and the founder of Lemon Creative in Invercargill. She has created advertising campaigns for some of New Zealand and Australia’s most loved brands, and is a social media geek.
