Surprise! The changes in Facebook in 2018 are stronger than we thought. What to do now?
In the most recent letter from Mark Zuckerberg to announce the changes in Facebook in 2018, the CEO of the network pointed out that he would apply the guillotine to almost all the organic content of media and brands, (in theory to give a better user experience to people).
One of the many comments in response to the letter read like this:
Initially, you did not want to sell the Facebook experience by filling it with advertisements. Then you sold ads, you filled Facebook with them, you made a big business and now you decide to go back to basics by reducing ads and irrelevant information, all while keeping the business done and you look like a hero. You are an intelligent man.
This comment was written in the most sarcastic tone possible, clearly exposes a truth: Facebook does not care about the content of the marks except when it is paid.
So you can stop dreaming that organic reach will work for your business. Let’s stop believing in fantasies. It will not. The organic scope is currently 1 to 2%. With the changes in Facebook in 2018, you can reach zero.
Does this affect even the videos? Yes, this also affects the videos … even though Facebook told you months ago to do a lot of videos because it was the best thing to do. Let’s not mention the links that are the worst performance in the social network.
In a blog post on the company’s blog, the head of his News Feed team, Adam Mosseri, wrote that showing more posts from friends and family “means we will show less public content, including videos and other publications by publishers or companies.”
The reasons for the changes in Facebook in 2018
Why does Facebook do this? Several reasons:
- the organic content of the brands does not earn you a single cent.
- the links make people leave Facebook, instead of staying there.
- the less organic content of the brand, more spaces for paid content.
- the users are there because of the social experience, not the ads.
- Facebook does NOT want to be considered medium (although it is) because then legally you must be responsible for the contents.
And also for mental health …
In December, Facebook recognized that passive information consumption (browsing shopping websites or reading news) is often bad for their mood. (I’m sorry but it is true!)
In fact, a 2015 article in the Journal of Experimental Psychology showed that passive use of Facebook, even for only 10 minutes a day, had a negative effect on the students’ sense of well-being.
In that context … Zuckerberg does not want his product to be related to a harmful habit … Not for nothing, Tim Cook, CEO of Apple recently declared that he did not want his nephew to grow up using social networks.
Zuckerberg said that if people start to feel better while on their site, Facebook’s business and its users will benefit.
Do you think there are few reasons why changes were made to Facebook in 2018?
What to do now on Facebook?
We know, this for marketers is a tragedy, especially those who have put all the eggs in this basket, building their house on rented land … but hey, calm, it is not as bad news as Korea and the United States are about to throw missiles, right?
Leaving aside that, let’s talk clearly about what is coming: sites that publish funny images and memes, phrases, gifs and articles about curiosities, will see the decimation greatly reduced. The brand content that is irrelevant, will also disappear … everything that is news, links and comments without importance to your followers will also disappear.
And the only way in which the algorithms of the social network determine if it is worthwhile to show your content is if you have reactions: comments, likes and shares … So what to do before the changes in Facebook in 2018?
Make content that provokes reactions
If you create attractive and fun content, your fans, followers and friends will react, comment or share.
We once saw a brand for women asking their audience how much women spent per year on feminine hygiene. There were more than 500 responses.
These are the kind of things we normally see on Facebook, fortunately, or unfortunately.
I’m not recommending that your brand ask for feminine pads, but I’m saying it’s time to reconsider your strategy to be more active rather than passive and to stick links or ads … will this solve the problem? No, but all help is positive at this time.
A good example is what Nido did with this little game. A super simple action that earned him more than one million reproductions, thousands of reactions and more than 300 shares. You need to provoke reactions.
What else to do?
Get them to see you first
While we all have control over what we see and what we do not, very few of us change our configuration. In this line, make your users see you first in their walls. How to make people want to see you first? The answer is simple. If all your life you have only post commercial and useless things will be difficult, but if you have worried about entering relevant content, send your users (via networks, e-mail, your site, etc.) a very brief tutorial on how to activate the button on Facebook so that your content appears first on its walls.
Basically, it is to tell them to go to your page; in the menu open the RSS icon and from there choose to see first. That’s it!
From now on you will appear first on the walls of those who do this action, but EYE … if they do not interact, even when you have done this, Facebook will stop showing your page. That’s why it’s paramount that the content is first class. Preferably not post anything in a week to post something that will not have reactions Do you want to do it on our Facebook page?
Use the sandwich technique
In the marketing conferences and our pieces of training do not ask if then we must eliminate the posting of articles with links to our site and blog and simply resign ourselves to work according to the laws of the algorithm … The answer is Fuck !,! Of course not! What we must do is always look for the way in which our brand benefits from each social network.
Reinventing itself before resigning itself … that is the way to the changes in Facebook in 2018.
If your content pleases the social network and generates reactions, the next post that you place will have a better reach, at least that is how they have expressed it and in practice, you can see it. The more successful posts you have, the better the performance of those who come. On the other hand, if your post does not like networks (as is often the case with links) and generates few reactions due to the low organic reach, the next post you place will see your reach decimated. What to do then to get around this trap?
One way to achieve this is the sandwich technique. Do you eat a sandwich just for the lettuce? Of course not! In fact, many would not eat it alone. The same thing happens in networks. Since Facebook, Twitter and Instagram, do not like lettuce (which are our links and the content that really benefits our traffic), you must put it in the middle of the content that they like, the one that makes people stay there and generates reactions; You must make a good sandwich.
Create several posts that please the network and then place something that benefits your traffic and/or conversions … and then again content that pleases the network. Thus, the scope of these posts will benefit from the work of others.
For brands, social media in many ways ceased to exist, today the game is called paid media.You need to use the social media machinery of these media but do it well, not just paying promoted posts. You must segment with precision and perform A / B tests.
Your audience on social networks is not yours … it’s theirs.
And the idea that brands would still have access to the entire base of their fans for free is ridiculous.
They are not your admirers; they belong to Facebook and the other networks.
And Facebook will do what it wants with them.
The content paid now will have to be part of your revised Facebook strategy. It is not optional. It is part of the path forced before the changes in Facebook in 2018.
Here are some tricks to create ads that work on Facebook.
And the video?
Although it is quite clear that Zuckerberg’s warning states that the video will be de-prioritized, do not give up the live video.
Watching a video is passive, but live video is active, generates reactions, people comment while watching. That’s what Facebook wants, besides, it’s not going to let Snapchat win the live video game.
Consider live video as a fundamental piece and add it to your strategy to survive the changes in Facebook in 2018.
When the future reaches us … Or has it already?
Do you remember that in the second half of last year there was a revolution in Facebook for the experiment in six countries where the Explore Feed was showing?; the experiment consisted of leaving the people’s feed without page contents, only the content of family and friends was left with the paid advertisements.
Do you remember that back then Facebook said that it would not do this in the rest of the world? Well … without using the Explore Feed, it’s just what you just did; Virtually eliminate everything except paid content and those of our family and friends.
The future reached us.
Now that you want my personal advice … trust more in your content and less on Facebook.
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