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Social Algorithms Change, Content’s Impact Stays the Same

January 14, 2018 by Dawn Weathersbee Leave a Comment

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Photo under my branding by Ben White 

What Should You Do About Facebook’s Latest Algorithm Change?

OMG! Facebook changed their algorithm! AGAIN! My Page will get less traffic! AHHHHHHUGUUUHHHHHH. WHY? Why do they keep doing this to me?????

Yeah, that happens. A lot. It just happened, again.

Know why I never worry too much about algorithm changes? If you are creating quality content, these changes won’t destroy your reach.

Social media platforms reward content that gets engagement. They are in the business of selling attention. It’s your job to be attention worthy.

It’s that simple. And that hard. 

Still, you need to know the skinny on the latest Facebook changes to make good content distribution decisions.

What’s Changed on Facebook? Posts that drive conversations get priority in user’s feeds.

From Mark Zuckerberg: “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 .“

From Facebook Media: “Page posts that generate conversation between people will show higher in News Feed. For example, 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. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.”

The Nutshell: What Should You Do?

Create superior content. Content that drives conversation gets priority. On my personal page, I’m seeing conversations develop around people who we all know (and love), my funny/amusing videos and images, my take on current trending topics, and when I speak to my friend’s interests and experiences . Live video has been working for this client.
 

Create opportunities to connect. Create conversations on what your brand is all about. On my personal Instagram I have been experimenting with a concept I’m calling My BIG 5. I’ve been implementing it for two weeks, and I am seeing comments more regularly than before I implemented.

My Big 5 – Topic + Theme:

Family/Relationships: Optimism/Gratitude

Art of Messaging: Strategy & Tips

Digital Nomad/Travel: Life By Design

Creative/DIY/Vintage/Resale/Minimalism: Less is Actually More

Health/Wellness/Mindfulness: Make Conscious Choices
 

Study your audience’s reactions. Note where the conversations are happening. The recurring theme here is the word connection. Making a comment is the most labor intensive action on social media. People need to feel pretty motivated to join in. People seem to be talking the most in groups and during live videos. My personal branding clients are getting comments by being more vulnerable and real:

This news is great, as far as I am concerned. It requires businesses to provide value in their social media content. Strive to be of value to get more engagement, and to get more sales. No matter the algorithm change, great content will always get engagement.

Need a content strategy to make your social media work for you? Reach out to me. I can help.

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Filed Under: content marketing, digital marketing, personal branding, social media

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