Facebook is constantly changing it's rules and practices but don't panic, we've got you covered in what you should know and how to adapt accordingly.
1. Likes - Facebook is changing the way likes are counted for business pages by no longer including likes from those who've temporarily deactivated their account or for accounts of users who've passed away.
The good news is that it will offer you better statistics and a more accurate view of your Facebook users. The bad news is you will see a small decrease in your Page likes as a result of this change. Do keep in mind, if a user reactivates their account, their like will go back towards your page numbers.
2. Organic Reach is dead. Over the last year, the decline has been quite extreme with brands only getting roughly 1-2% of unpaid views from their existing Facebook following. Experts predicted that the figure would reach zero and unfortunately, for a lot of businesses- small and big, this has become true.
Facebook has announced that they have amended their algorithm to ensure users see content that they want to see as a means to reduce the amount of promotional posts from pages they like. Refrain and steer clear of wording that pushes people to purchase, enter competitions with no real context or using the same content as you would from your ads.
Otherwise, it's time to increase your Facebook Advertising budget whether it's for paid boosts or newsfeed advertising.
3. Advert Relevance Score. As the News Feed controls the number of ads a person sees and the quality of those ads, it's time to be more strategic when it's come to advertising & content. Facebook have created a scoring system whereby the higher the score out of 10, the more successful your ad is likely to be. This score can be viewed by going to "Campaigns" and clicking "Adverts."
The number is decided based on positive and negative feedback from people viewing it, how the ad's performing and depending on your objective (e.g. increasing page likes, clicks to website, etc). Best ways to improve your score and ultimately your success:
- select specific criteria for your demographic audience (age, location, interests)
- imagery and message- Remember that great visuals attract people but make sure it is relevant to what you are promoting. If the ads run for too long, it might be time to refresh the content you've used
- testing- try advertising the same message to different audiences or different images to the same audience, to gauge what works and doesn't
Need assistance in setting up Facebook Ads or interested in Ad Retargeting strategies. Send us an email on firstname.lastname@example.org for more information.