Matt Woods By Matt Woods • February 17, 2018

Facebook Business Page Reach Just Got Slashed (Should You Be Concerned?)

Facebook recently announced they're drastically cutting down the reach of organic (unpaid) posts in the newsfeed in favor of more "meaningful" content.

Confused? Scared? You're not alone — but don't worry. There's no reason to freak out!

Yes, businesses will need to make calculated adjustments to adapt their Facebook strategies to get their posts noticed. But more importantly, this thins out the competition by weeding out lazy or spammy businesses too.

In this video, I break down the big-picture Facebook strategy businesses need to consider in light of this change and sprinkle in a few tactical tips to help create posts that will poise your company for " meaningful interactions" while staying relevant.


Video Transcript

Facebook just announced they're showing less value and reach for posts by brands and businesses. So, as a business that focuses on helping other businesses with their online marketing and brands, obviously, that's a pretty big deal. That's a pretty significant thing because lots of people are on Facebook, lots of businesses are advertising on Facebook to share their content, to get the word out about their business. So if your business is on Facebook, should you be concerned? And my answer is no, you shouldn't be concerned, you shouldn't freak out, but you should rethink some of your strategies and you should be focused more on your customers on live video and rethink how am I using add strategically to make sure people still see my message on Facebook and elsewhere. So just backing up a little bit, why is facebook actually making this change? Well, the reason that they've basically given us that they want to increase the quality of the time spent on Facebook.

So users like you and me, they found that a lot of the times when they feel like that would be a very rewarding experience. They're talking to family members, talking to friends, getting recommendations. Uh, and that's more of what they'd like to start showing in the news feed, which means they're going to show less maybe self-promotional posts from businesses and self-promotional is really kind of the key variable there. It doesn't mean that your business can't get his posts still seen and in fact, they want your business to post things that Facebook that would like to see in the feed. So, in general, that's a lot of videos, a lot of things that are helpful or spark engagement and comments, uh, that would kind of draw a crowd draw community. So something that your customers already talking about, something that they have questions about or something that you can help them understand or do better, that's probably a pretty good sign that it's still a good fit for you to do an in a post or a video or an image.

And so put that on your Facebook brand page. So I'd say one of the first steps every business should be doing kind of in this is going back and talk to your customers. What are the top questions that they keep asking about? What are the top areas where maybe they're confused and what are they talking about in your industry, even if your particular brand doesn't deal with it. So if I'm in and real estate and I've only been talking about my listings and my house is what a one, a way I might rethink my strategy kind of going into this news feed updates is thinking of, OK, if I am a consumer, I'm not just concerned about only my listings in Norman, Oklahoma City or whatever your, your city or state as an I'm concerned about, uh, the best commercial space or I'm concerned about the best spaces for families.

And so how can I start answering those questions better? Uh, giving a broad overview of the different neighborhoods, maybe giving more helpful how-to videos on specific mistakes and pitfalls. I can avoid us a new homeowner. Just kind of broaden it out and focus it more on those questions and concerns that your best customers are going to have. Are going to have an ideally make it really interactive because what Facebook is wanting to do a start sparking more conversations. Uh, just like you haven't close-knit groups offline, Facebook wants to recreate that same experience online in groups and if your brand is one of the few that can really engage people and do that in a meaningful way that helps people. Facebook is going to keep showing your links, your posts, your photos, your videos to other people as well. A refocusing in as well on some of the content types that Facebook specifically called out for the update and I'll try and link it down below as well in their newsroom.

Our live video in videos in general, they mentioned that they've seen a lot of brands are using live videos, having great interaction with their audiences. And obviously, it's something that we're pushing very heavily, um, as far as organic reach just in the post space. Um, so if we're talking about ads, it's a little bit different, but specifically with unpaid posts for your business. Um, if you're doing live Q&A videos, a broadcasting live events or even something like we're doing now just hopping on to educate people. I tell them about something that can still be really useful. And Facebook is less likely to devote videos and videos and other types of content. As a rule of thumb though, that's not a guarantee and honestly, we'll have to see how this plays out as things go on. But for our own strategy, for our clients, that's definitely something I'm looking at is OK, how can we use more educational video, more conversational video, and really take advantage of the live video where it's appropriate and it makes sense.

One of the last things to keep in mind too is that a lot of these news feed changes that are happening are really around live video. So, uh, or sorry, not live video, organic posts. So these are posts that you're not boosting, you're not making it into an ad, you're not paying to play, so to speak. Uh, but that is still a key component. And actually probably should be a part of your Facebook strategy by this point anyway. Facebook has so dramatically reduce the reach by using something called edge rank, which just means a three have already been doing what this update is talking about any ways showing you the posts that you think, uh, they think you're most likely to engage with a by king showing a reaction, commenting, sharing. They've already been doing that honestly. And so in general, posts from brands over the past five-plus years have just gone drastically down to where if you had 100 followers and you're expected to see, you know, a hundred people seeing that post without boosting it, that just doesn't happen anymore.

And so now maybe one out of 10 people who signed up to view your page will actually do that. So some ways to still get your posts seen by your followers and by real people are, uh, invest in page engagement posts a, if you're doing things like posting to your blog, experiment with some traffic campaigns to drive people there and reengage people and bring them back by doing retargeting using the Facebook pixel. That's definitely something that we're going to keep doing. Um, I've read things to do as well, had a quick one here is going to think of and it's just totally flew off a grass thinking, but uh, focusing on those, that paid side as well as just going to be super huge and super useful moving forward. Ah, oh, and make sure that all your eggs aren't in one basket, right? Facebook is important.

It's influential. Uh, you have great targeting. You have great reach because pretty much everyone and their mom is literally on facebook, but for businesses be looking at LinkedIn sponsored ads, they've really upped their platform recently and they've allowed a native video and the LinkedIn feed, which is huge. So if you're a business trying to reach other businesses are trying to reach professionals, you owe it to yourself to check out LinkedIn sponsored ads and a lot of businesses too. We've run into people who are hiring and looking for new positions. So that's huge as well. If you are reaching more of a sort of a home-centric crowd or a reaching more a day audience, Pinterest is a great place to invest. And as well, if you're looking into video ads, look into things like, like Youtube ads, if you're going from a brand perspective where it makes sense, of course, reminded me to just really quick.

You can actually turn on notifications and do a couple of things on your facebook page if you do want to make sure that more of the followers have already raised their hands and said, yes, I definitely want to receive from your page and hear from you can still do that. Uh, so if you actually go to the following section of your facebook page, like the little life white button on desktop or mobile, and then these, the following, kind of in the same area. If you tap or click on that and go down, there are a few options you can do. The first one is to ask people to check the box that says, see these posts from this page for something around that area. And what that'll do is for certain pages you've enabled that on. It'll make sure it shows their posts before it shows that there are types of content. And you'll still go to the top of that, you kind of manually pulling the gears and overriding to make sure you still show up. The other one you can do is specifically for types of content, like live video. If you go one more layer deep and look at your notification settings, you can enable things like, oh, just every time a live video or live broadcast goes on, make sure that I know about it. And then I get notified

that there's a comment about ad manager and how it's different. Talk a little bit about, um, Facebook Ad manager and its capabilities.

Definitely. So if you've ever managed a Facebook page and you've seen all these efforts, like ah, sort of go boost this post, you can be showing it to more people. And then maybe you've also seen maybe in an article or somewhere else on things like power editor, ads manager, Facebook ads. And the long story is. Or the short version of the story is that these are all really the same thing. It's whether you call it a boost or a Facebook ad or anything else, it's paying facebook to make sure that your ad shows up in front of more of the people that you'd like to see it. And so you have lots of targeting options when you get started in Facebook ads, and you can do this by boosting the post by going in facebook ads manager, which is what I'd recommend, or even by using the power editor, uh, on the ad side of facebook.

If you're logged in as an Admin for your page, you have to do a couple things first before you can target these people. You have to create an ad account, you'll have to have a page connected to it and you have to connect to a credit card or some form of payment. But once you do that, you'll be able to create different types of audiences based on things like demographics. So where are they living, how much money do they make a. and even things like interests and behaviors. So am I interested in business and marketing pages and can you target just people in the Oklahoma City or who are city area who liked those types of pages or even behavior. It's getting really crazy where I can target people who are members of a credit union or I can target people who are only browsing this, ah, on an android phone and download apps, uh, like once a month.

Crazy stuff like that where I can get very granular and kind of mix and match and experiment with these. And it's very powerful. Another reason ads can be really useful too is if I'm trying to test out what's the different images or lots of different blog posts, I can throw a bunch of them at an audience and Facebook will automatically do some sorting and the background and float the most engaged or most clicked posts to the top, which allows me to really quickly understand what my audience likes and make more things like that. So just kind of a refresh on what happened. If you're just joining in or are you coming back to this video? A facebook is updating its news-feed so that it's not showing as many business and brand posts, but it's showing more sort of what it calls high-quality posts, a lot more stuff from family and friends and recommendations and things that spark debate and conversation.

And so some things that you can do if you're a business and you still want to use Facebook, which we do recommend. It's still where attention is a, make sure that you're looking at your ad strategy and you have a way to promote traffic and engagement on Facebook by using custom audiences and using saved audiences, uh, in ads manager, makes sure that you're diversifying out and that you're reaching people through other, uh, offline and online platforms and even organic and paid platforms. So look at LinkedIn. If you're a business, look at Pinterest, AdWords, other stuff as well so that you don't have all your eggs in one basket and make sure that you're focusing on the customer first. If you're not asking them where their pain points are, if you're not finding out where those questions are and not finding out what those big interesting topics are that where you can add value, not specifically just at the things you offer, but in your industry, in your space, in your expertise, a zero in on that, and start having more of those intentional conversations and using things like a live video and recorded video to boost that engagement and deliberately stir up conversation to be more helpful.

So, those are the quick tips that we have for adjusting to the Facebook newsfeed.
Free Checklist: Launch an Inbound Marketing Campaign. Download Now!