How Will Facebook Zero Affect You As A Marketer?
As a marketer the whole point of using Facebook (FB) is to reach as many people as possible, right?
Even before the recent changes to the FB algorithm (known as FB Zero!) it was becoming more and more difficult to reach people through organic reach, but since the changes more and more marketers will have to deal with the fact that their posts reach hardly anyone.
The purpose of the change was to "prioritise “meaningful” person-to-person interactions among friends and family over posts from Facebook pages".
This means that fewer and fewer videos and posts from pages will be seen in peoples news feeds.
This is what Mark Zuckerberg said about the changes:
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
And FB's Head of News Feed said
“There will be less content directly from (professional) Pages.”
So what will be the impact of these changes for the marketer?
Organic reach of posts to drop.
People will see less posts from pages they follow.
Ranking will prioritise content that's shared and talk about with friends rather than content directly consumed from pages.
People will see less video content.
What will you see more of in the news feed?
Posts that create conversations.
Posts that create interactions.
More content from family and friends.
Posts that seek advice and recommendations.
Content and discussions posted in Groups.
Content that generates comments.
Content that friends share and talk about.
To Summarise
The new FB algorithm is going to have, or is already having a huge impact on marketers and how they reach their audience.
The only way to continue to reach your audience is to up your game in terms of valuable and interaction creating posts.
If you can continue to create posts that your audience find valuable and enjoyable then you stand in good stead for the algorithm working for you.
If you can't, or don't provide valuable and meaningful posts, you either need to have a radicle change to your approach RIGHT NOW, or you might as well stop doing what you're doing!