Facebook recently announced updates that left people confused and worried about the changes to their algorithm. But if you’re a marketer who uses Facebook the right way, you have no reason to worry. I’m actually excited about Facebook’s recent updates, and here’s why you should be too:
1. It eliminates “bad” marketers
Facebook wants people to post meaningful content that users find value in and engage with. What they don’t want are ads that are purely clickbait and take the user off of Facebook to learn more about something. The update will hurt marketers who hurt users, but if you post engaging content, you won’t be negatively affected.
For example, let’s say you post a video called “3 Easy Ways to Build an Ad Agency,” and you give one reason in the video but then require people to click to find out the other two reasons. This is bad for a couple of reasons:
- There’s no easy way to build an ad agency. It takes a lot of hard work, so if you sell people the “easy” way, you’re not going to have a lot of success. Instead, provide useful information that gives people the right steps to build an agency.
- The video keeps information from people. If they want to learn all 3 reasons, they have to click and go to another site.
Ad agencies and coaches who only post for clicks instead of to help people will be negatively impacted, but this is a good thing because it eliminates bad marketers.
Keep in mind that it’s okay to run offers that take people to a landing page to claim them. However, be sure to include all necessary information in the post. Don’t tell people that you have an irresistible offer but have to click to find out what that is, as this is the type of post that will hurt you.
2. It encourages more value & engagement
Nobody wants to use Facebook if their News Feed is filled with spammy ads instead of meaningful posts that encourage social interaction. Think about how your posts deliver a ton of value to your audience and increase engagement.
A good way to do this is to post Facebook Live videos. People spend 3X longer watching live videos, and Facebook’s algorithm makes them appear higher in people’s News Feed when they are live.
Create videos about topics that your target audience cares about. If you’re an ad agency that targets a specific field or niche, create great content that makes your viewers want to watch the entire video. Throughout your video, ask questions that encourage them to leave a comment.
Once your live video is over, create engagement ads to promote it. Ads for conversions and video views have a higher cost, so engagement ads work best. Then, you can retarget people who watch 10 seconds or more of your video and run additional ads to them.Get better reach & more engagement with #Facebook Live. People spend 3X longer watching live video. Click To Tweet
3. It builds a community
The more that you post relevant and useful content, the more people will see your page. Create Facebook groups or other types of communities to keep people engaged. Encourage people to follow you and join your groups or communities so that you have a place to continue delivering value to them. This makes them more likely to buy from you later down the line.
As long as you use Facebook as a platform to give users a better experience, you should be excited about the new updates. This is how you should be using Facebook anyway. What are your thoughts on the updates? Let me know!