Keeping in the feed

29th Jan 2018 by Jess Thomas-Harrison

You’ve probably heard about the changes that have just been made to Facebook.

Facebook have amended their algorithms to stop user’s feeds becoming ever more clogged up with businesses shouting about how good they are. On the whole this must surely be a good thing for a Facebook user. You’d probably prefer to see pictures of your friend’s cat falling off a sofa than hear about another new product being launched by a random shop you once visited.

But what does this mean if Facebook is a key part of your business communication strategy - if you’re not prepared to spend money boosting every post just to get it in front of your own customers?

The algorithm has been changed to favour engagement. If a post gains likes, comments, shares, then it is more likely to be shown on a user’s timelines. Videos have been demoted and click bait posts are practically banned (those posts that tell you to write the name of someone you know who’ll like this type of post).

Genuinely useful, engaging content will still appear on your follower’s timelines and the more engaging your posts, the more Facebook will recognise your page as one that is worth promoting.

We recently produced a series of Facebook posts for Barmoor Castle Country park; five natural wonders within five miles of Barmoor Castle Country Park over five days. A simple but engaging theme which produced tonnes of organic engagement (789 likes, comments, shares) and generated new interest in Barmoor Castle without spending any money on boosts. It now means Barmoor Castle’s consequent facebook posts will be higher ranked than before.

Taking a bit of time to generate compelling content will generate good returns in the long term and ultimately our Facebook feeds should be all the better for it.

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