2015 Facebook Changes
As we progress into the New Year, I thought it would be appropriate to discuss changes in Facebook’s posting policies. These policy changes reflect tweaks to Facebook’s algorithm that determine what posts to display to followers and fans. Facebook’s announcement limiting content deemed “too promotional” can possibly have you seeing an even smaller reach than the previous 3%-6%. One could argue that this is just another ploy to suck in more paid advertising, but that is a topic for another article. Here are three tips on how to make Facebook’s new policies work for you.
After running user-surveys, Facebook concluded that these three traits make organic posts feel too promotional:
- posts that solely push people to buy a product or install an app (“Click here to buy my product!”),
- posts that push people to enter promotions and sweepstakes with no context, and
- posts that contain the same content from paid ads. (Some people who buy ad space will often re-post the ad to their Facebook pages. Don’t do this!)
So how does one promote under the radar of Facebook’s “no promo” policy?!
- Add context to your promotional content.
Gone are the days when you can make a post that simply reads “Click here to buy my product!” and have it reach 90% of your target audience. To reach your fan base, your posts will need some thoughtful context and personal touch. Include a back story or have relate it to a personal experience. For example: “Networking can be an intimidating endeavor for even the most connected people. This has led me to create a quick and easy guide on how to break the ice and grow your contact list.”
- Use Facebook to funnel leads into your email list.
If you can’t post, email! Not only are emails not regulated by Facebook, they come across as more personal.
- Build your reputation with Facebook.
Your post engagement and reach are in direct relationship with each other: As your posts receive more likes, comments, and shares, Facebook will sense that you are posting relevant and useful content; the more relevant and useful the content seems, the more people Facebook will show it to. Post Planner is a nice little Facebook plugin that provides a bank of motivational, inspirational, and humorous quotes and images that have garnered sizable engagement. By regularly posting non-promotional material with a high engagement score, you improve your reputation with Facebook. When the time comes to make a real promotional post, your reputation will help increase the chances of your post being seen.
How do you feel about this new policy? Do you have any tips or tricks? Share your thoughts with me below!