Facebook announced changes to its news feed algorithm to prioritize posts from friends and family over brands and media companies. This will significantly reduce the visibility and reach of posts from publishers and companies on Facebook. Marketers need to rethink their content strategies and focus on creating engaging content that promotes meaningful interactions rather than just sharing links and photos. Several solutions for marketers to address this change include investing in Facebook ads, improving landing page experience, focusing on video content, leveraging influencers, and diversifying social media strategies beyond Facebook.

1. FACEBOOK ALGORITHM
CHANGE
& ITS IMPACT ON MARKETERS

2. O U T L I N E
FACEBOOK
ALGORITHM
CHANGE: THE
GOLDEN CIRCLE
ITS RESULTS
SOLUTIONS TO
FACE THIS
CHANGE

3. Facebook is altering the algorithm that runs the news feed,
which displays a computer-curated selection of posts from
other users and Facebook pages. No longer will it prioritise
“helping you find relevant content”, says the site’s founder,
Mark Zuckerberg. The new goal is to help you “have more
meaningful interactions”.
Today, most people’s news feeds are dominated by
professionally made content from brands, businesses and
the news media. Zuckerberg says Facebook wants to change
that balance, so that feed will instead be dominated by posts
from friends and family, as well as Facebook groups users
are a member of.
Facebook Algorithm change

5. HOW?
Facebook bombed the media industry with its recent announcement.
It declared the new updates of its algorithm, a fact that will have a
significant impact on page's visibility and reach.
WHY?
It will put a new focus on “meaningful social interactions” with
close friends and family in its News Feed instead of content from
publishers and brands.
WHAT?
The content posted by publishers will show up less prominently in
news feed. Also, the change will impact all contents (links, pictures,
videos..) posted on a company's Facebook page.
The golden circle

6. By now most marketers will be well aware of the changes to
Facebook’s news feed algorithm that will see posts by users’
friends prioritised over posts from businesses, brands and
media.
It’s a positive change for Facebook users, and heralds an
opportunity for brands to refocus their marketing efforts on
the platform.
In a few words..

8. F a c e b o o k l o s t
a l m o s t 1 M u s e r s b u t
r e c o r d e d a 4 7 % a d
r e v e n u e i n c r e a s e

9. Here is where Kpeiz stepped in
Kpeiz is a Benchmarking and SMO analyzing tool
to assess and compare itself, our tool is a real
plus for social media reporting. It allows you to
accurately evaluate statistics on different social
networks and compare them with those of your
competitors. The purpose of these statistics is to
help you optimize your digital strategy.

10. WE GATHERED A SAMPLE OF 195 PAGE
TO STUDY THE VARIATIONS BETWEEN
THE ORGANIC REACH OF JANUARY
2018 AND JANUARY 2017

11. F a c e b o o k l o s t
a l m o s t 1 M u s e r s b u t
r e c o r d e d a 4 7 % a d
r e v e n u e i n c r e a s e

12. F a c e b o o k l o s t
a l m o s t 1 M u s e r s b u t
r e c o r d e d a 4 7 % a d
r e v e n u e i n c r e a s e

13. Although Facebook is making
marketer's lives harder, most of
them found a way to coexist with
the change

14. *Investing in Facebook ADs
M a r k e t e r s m a y n e e d t o r e t h i n k
t h e i r c o n t e n t s t r a t e g y t o a t t r a c t
r e a d e r s a n d f o l l o w e r s
developing a posting schedule based on
the facebook page analytics to know
the best time of day to post content
S O L U T I O N S

15. Ensuring that the landing pages do not have
disruptive, malicious or shocking ads.
Ensuring that the page load speed
is up to par – slow loading sites
will likely be impacted
M a k i n g s u r e t h e l a n d i n g p a g e s h a v e
s u b s t a n t i v e c o n t e n t . M a r k e t e r s s h o u l d p u t
e f f o r t i n t o t h e l a n d i n g p a g e s w h e r e t h e y
i n t e n d t o s e n d t r a f f i c .

16. Investing in new emerging technologies,
for instance: Virtual reality
Focus on intriguing reader's attention
and emotions with posting content that
gets people discussing or debating in
the comments.
Monitoring the bounce rates and pages per
session metrics. If people are going deeper
into a site from through the landing page,
it’s a good sign.

17. A V O I D T H E E N G A G E M E N T B A I T
Essentially, marketers can’t game the
system by begging their fans for shares,
tags, and likes. The only way to keep
their organic reach solid is by creating
or sharing genuinely interesting,
discussion-provoking content

18. C r e a t e a
F a c e b o o k L i v e
S t r a t e g y
Facebook Live videos are an
effective and economical
way to garner instant and
constant interactions and
comments.
Filming video, Q&A’s, big
announcements, or
answering blog comments,
is a proactive way to not
only get users to watch, but
also to get them engaged.

19. Investing in the right influencers and having
your content shown on their pages can be even
more effective than posting about it yourself.
INVEST MORE IN INFLUENCER
RELATIONSHIPS

20. D e v e r s i f y T h e
s o c i a l s t r a t e g y
b e y o n d
F a c e b o o k
Facebook is not the only
solution to a successful
social media strategy. It
is just one piece of the
puzzle. while marketers
should continue to make
Facebook a part of their
marketing strategies,
they should also include
different platforms to
drive the best results for
their business.

21. Create videos that
audiences view often
if people are watching videos
from the same publisher
frequently, these videos will
get preference in the News
Feed making it easier for new
people to discover that
content. As Facebook
explains, this could be “shows
or videos that are part of a
series, or from partners who
are creating active
communities.”

22. Facebook’s “See First” and
“Facebook Local” Features
Direct your audience to
consider your page under the
“prioritize who to see first”
under News Feed Preferences.
Also, Facebook Local is great
for local businesses promoting
events and foot traffic.

23. The important thing to remember in all
these changes is that Facebook is meant to
foster meaningful interactions between
people. If marketers are creating content
that their audience enjoys, engages with,
and shares, then these Facebook changes
will not affect them.
ZIMCORE HUBS • PAGE 8