After much testing, Facebook's news feed algorithm has been rolled out.
The changes aim to present users with more content, that they genuinely find interesting. Prioritising user-generated content, posts from friends and family, that will spark conversations and interactions between them.
But what does all this mean for your brand, if you use Facebook to reach your target market?
Well, ultimately, Facebook is striving to make its news feed as relevant and meaningful to the user as possible, with better quality content, improving the experience for consumers. And although, this by definition, should mean that less ads will start appearing on users’ feeds, it has been stated that the new algorithm won’t impact this (just yet).
So what about your posts?
Your organic reach will definitely take a hit. But its water off a ducks back since, for most of you it rarely passed the 3% mark anyway. But beware, although you may already be paying your way to achieve a considerable reach, prices for sponsored posts and ads will shoot up by the law of supply and demand
Paying to reach your target audience, will no longer be viable, durable or even effective. It’s now more important than ever before that you take action for your content to appear on your consumers’ feeds. Posts need to be meaningful to your audience, you have to figure out exactly who your audience is down to a T, to create posts which is synonymous and relevant to them.
With Facebook choosing to prioritise user-generated content, it means that influencers who maintain genuine relationships with their audiences will be better able to reach your target market.
Because in actual fact when done correctly, influencer content is trusted content which mimics content from friends and family. An influencer sharing your brand’s content reaches an already established and engaging group of individuals. It’s a fact that influencer content, performs much better in terms of engagement than brand posts. As your organic reach suffers after Facebook’s changes, collaborating with influencers to create content, will be the Trojan horse to get you to your target market.
If you haven’t already considered influencer marketing for your brand, this is a great opportunity to start.
Collaborating with influencers on Facebook posts, is a much more cost effective way to get around Facebook’s algorithm potentially exposing your brand to thousands of targeted individuals.
Forget hitting two birds with one stone, with ZINE you can hit thousands of hummingbirds with one stone. ZINE has over 30 thousand influencers for you to filter through and identify the perfect influencers to help you create captivating content which will engage your target audience. You can request a demo and start browsing the ZINE influencer database here.
I'm head of Content at ZINE, where I use my expertise in fashion consumer psychology to empower brands and influencers in their marketing campaigns. I love to travel, bake as well as shopping online.