How to beat Facebook’s newsfeed algorithm

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By Rosie Thompson 

Recently, Facebook changed up its newsfeed algorithm once again. In case you missed it, they announced that they would heavily prioritise posts shared by Facebook friends, rather than those posted by Pages. This change is great for the community, however it has enormous implications for businesses using Facebook to engage with fans – so we have to ask, is Facebook still a powerful asset for businesses?

The short answer? Yes.

However, businesses need to be smart about how they use this social platform and produce great content that people want to share. Here are four ideas to keep your content relevant to beat the algorithm:

  1. Empower consumers to create content

User-generated content is a must in any brand initiative. Recent studies have found user-generated content is generating 28% more engagement.

  1. Evoke emotions

Studies have shown that Facebook taps into the brain’s pleasure center, identifying what makes people like and share certain content. Typically, as people we identity with  empathy and practicality – so keep this in mind when creating content.

  1. Change the messenger

Your employees, customers and advocates are the best ways for you to distribute your message on Facebook. There needs to be a switch in how we approach Facebook content to let the consumer do the talking, posting, chatting and uploading for the brand.

  1. Stand out with outstanding customer service

Prompt, real, friendly community managers who engage with your community will help create an army of brand advocates who will share your content and sing your praises to their peers. Woolworths are a great at this – surely you’ve all seen a customer service screenshot pop up in your newsfeed?

Facebook’s newsfeed change should not come as a shock to marketers, nor should it come with disappointment. It’s simply a sign of the industry shifting, and will likely set the tone for the rest of the social marketing world. This change does not mean you’re your brand should not be on Facebook anymore, it simply means that you will need to readjust the strategy. Rather than pushing content, marketers must pull content from their own consumers.

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