You may have read about it in the news recently, or even heard about it all over the radio…
Facebook has made a risky move, announcing plans for their major changes to the Facebook News Feed.
The main callout from the announcement is a major change to Facebook’s algorithm, now putting strong favourability on posts that encourage audience interaction and spark conversations. As Adam Mosseri (Head of Facebook News Feed) calls it “meaningful interactions between people”.
So now you’re thinking, okay, what changes does my brand need to consider? As a Digital Marketing Agency specialising in Social Advertising, we have done the hard work for you and put together some top tips all brands should consider with the shift.
Tip 1: Engaging Copy
This sounds like common sense, but a slight shift in copy can make all the difference. Instead of focusing on a statement and speaking at your audience, pose more questions to encourage comments, shares, reactions. This is also a great way to grow your following and brand trust. People want to be spoken with, not spoken at.
Tip 2: Audience Segmentation & Personalisation
Target audiences that are hyper relevant overlaid with personalised copy. This will ensure the advertisement is highly relevant to that particular user and encourage interaction. At The Wired Agency, we have already seen super strong results when implementing this tactic for some of our brands, like Pizza Hut.
Tip 3: Outstanding Visuals
It is now more important than ever to capture your audience’s attention with captivating imagery and video content. Assets with a strong focal point and bold colours work best on Facebook. Using scenarios that feature human interactions, rather than product pushing tend to scale higher up in the algorithm.
Tip 4: Test & Learn (and then test again!)
A test and learn approach on social is crucial to understand what works for which audience segment. No doubt, this thinking will continue to drive strong results with the new changes. One of our best-practice strategies is to create multiple variations of engaging copy and imagery, per audience and optimise towards what’s being clicked on the most (a form of A/B testing). These learnings are then applied from week to week, to create hyper relevant posts for our clients.
Tip 5: Acknowledge User Generated Content
Most brands get tagged in user-generated content on social. Why not share this content from a paid level to enforce that your brand cares about their followers? This is a proven way to not only create brand trust but also spark up conversations and interactions.
Tip 6: Cultural Relevance
Cultural relevance is king! Whether that is a seasonal approach (ie. Father Day) or focused on a popular TV series/movie release (ie. Star Wars – The Last Jedi). If it is topical and interesting, your audience is far more likely to engage, over a product pushing advert.
Tip 7: Managing Your Community Is Key
With the new algorithm favouring comments and interactions on posts, community management is a no brainer. It not only keeps the conversations going (ranking higher up in the News Feed), but also grows your brand trust.
Note: Don’t have a community management plan in place? No sweat, our specialists would love to chat to you. Please reach out for a discussion on the best way to maximise these Facebook News Feed changes.
If we can give you one main take away from this blog, it’s that quality over quantity will win in the end (well in Facebook land anyways!)
Words by Shae Duncan, Social Media Specialist, The Wired Agency