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>> Why does your business need to do Facebook marketing?
It is not today that the reach of Facebook pages has been decreasing. At the beginning of 2016 the social network already presented an update in its algorithm, which caused a decrease in the publications of links of pages and increased engagement with native videos, especially live ones.
Even with the recent release of Instant Articles, Facebook has not pleased page and business publishers. While promising a considerable increase in the engagement of publications, the tool is difficult to convince and attract new users, especially due to the difficulties and technical obstacles faced when installing.
THE Social Flow Media provided a graph showing variations and recent fall in reach of Facebook media pages audited from May 2015 to May 2016.
The range oscillation in the period is visible, especially its decrease from January. Changes in February decreased by 42% on average the range of accounts analyzed.
A new Facebook algorithm update: focus on people
A new algorithm update was announced today, June 29, 2016, where the general rule is clear: content shared by friends and family will be prioritized, meaning page content will once again be reduced in reach. Facebook Vice President Adam Mosseri, in an interview with G1, explained the change:
“In the context where we see other users [páginas de marcas e personalidades] are posting more and more on Facebook, we want to make sure that friends and family are still the key piece of the experience. […] We know people come to Facebook for fun, to watch a funny video, to laugh about something. ”
This new positioning of the social network can turn on the warning signal for your business or company that is positioned on Facebook and we have two tips that can soften the fall in reach in your fanpage:
- Don’t have your entire Facebook baseMake a website to be your home. As much as Facebook wants to be the new internet, you should treat it as a relationship environment for your users, but the main content you produce must be on your site, an environment that you have full access to and control over content administration. . If possible, create mailing lists by converting prospects into leads. Inbound Marketing is best suited to the case.
- Produce quality content, within an appropriate context for your audience. It sounds easy, but this step is quite difficult and needs a skilled professional to perform it. Understand the audience and target what they really want to consume. This way your page engagement tends to increase and you won’t suffer from the recent fall in reach.
Okay, with these two tips you can alleviate the problems that Facebook’s diminishing reach can bring to your business. If you want to understand more about how the algorithm works and what other alternatives to the range fall problem, comment below. We’ll love to exchange ideas with you. If you prefer, you can contact us at [email protected] Until the next post.