Vintage Juice Blog

January 2018

Viewing posts from January , 2018

Cha, cha change… Facebook is at it again. Time to rethink your strategy.

(SOURCE) 

Social Media Examiner: Michael Stelzner michael@socialmediaexaminer.com

Facebook’s Head of News Feed (Adam Mosseri) outlined the coming changes. Adam also made a public interview and posted in media groups.

Some refer to this change as Facebook Apocalypse and others as Facebook Zero.

What I will bring you below are the facts, as presented by Adam.

Fact 1: Adam said, “space in News Feed is limited.”

Fact 2: “We’ll show less public content, including videos and other posts from publishers or businesses,” he said.

Fact 3: “Pages may see their reach, video watch time, and referral traffic decrease,” said Adam.

My opinion: It’s been my experience that historically they have said, “may or may not.” I interpret this may as a “will.”

Fact 4: “Over the next few months, we’ll be making updates to ranking,” said Adam.

Mark clarified, “We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed.”

My opinion: I’ve heard reports from people in our community that they are already starting to see a different type of experience. I anticipate a wide scale change as early as February.

So here is what we know so far:

#1: Video will get less watch time. Inference: you’ll see less video in the News Feed.

#2: Links to external pages will get less visibility. Thus, they won’t be showing as many links to blog posts, news, and so on.

Now at this point, you might be wondering, “are you kidding me?”  You might be thinking, “how could it get any worse?”

I have more data to share. Here we go.

#3: ALL posts from people and pages will be impacted. In Facebook’s News, Media, & Publishing group (which I belong to), Adam said the following, “The update applies to all post types, from pages and people.”

So if you’ve been thinking, “I use my personal profile. This doesn’t apply to me,” think again.

If you’re thinking of starting a group and hoping that will allow your posts to be seen, that’s not the solution. Those are still posts from people and the content itself is still subject to the News Feed algorithm.

So what are the important ranking factors?

Facebook will “prioritize posts that spark conversations and meaningful interactionsbetween people,” said Adam.

In a recent Wired Magazine exclusive interview, Adam said, “we’re going to be (weighing) long comments more than short comments,” and that “comments are more valuable than likes.”

So, actual “meaty” dialog between people (not pages and people, see the language distinction) is critical for News Feed exposure.

Now to video. Adam said, “video is, primarily, a passive experience. You tend to just sit back and watch it. And while you’re watching it, you’re not usually liking, or commenting, or speaking with friends.”

I believe this means a lot fewer shorter videos, a lot fewer Tasty-style how-to videos, and a lot fewer video animations.

At this point it should be very clear that your strategy has got to change.So what are the important ranking factors?

Facebook will “prioritize posts that spark conversations and meaningful interactionsbetween people,” said Adam.

In a recent Wired Magazine exclusive interview, Adam said, “we’re going to be (weighing) long comments more than short comments,” and that “comments are more valuable than likes.”

So, actual “meaty” dialog between people (not pages and people, see the language distinction) is critical for News Feed exposure.

Now to video. Adam said, “video is, primarily, a passive experience. You tend to just sit back and watch it. And while you’re watching it, you’re not usually liking, or commenting, or speaking with friends.”

I believe this means a lot fewer shorter videos, a lot fewer Tasty-style how-to videos, and a lot fewer video animations.

At this point it should be very clear that your strategy has got to change.

I’m working my keynote slides for Social Media Marketing World 2018 and have given a LOT of thought to what the next steps are for us marketers.

I’m going to lay out some of my first ideas below:

Step 1: Scale back your frequency of posts. Less is more here.

Step 2: Figure out how to create content that will get people talking to EACH OTHER, not just you.

Step 3: Up your live video game plan.

Adam said, “live videos often lead to discussion among viewers on Facebook–in fact, live videos on average get six times as many interactions as regular videos.”

Step 4: Avoid engagement bait. These are posts that encourage people to comment. Adam said Facebook will “demote these posts in News Feed.”

Step 5: Master Facebook ads: This will be one of the only reliable ways you’ll be able to drive traffic off of Facebook.

Step 6: Learn Messenger Chatbots: Moving conversations into Messenger and using bots will be a huge trend that will allow you to nurture leads and sell.

A lot of the above steps will likely require a complete shift in your current Facebook strategy. If it helps, share this email with your boss, clients, or friends.