Recently, Facebook announced a big update to the way the newsfeed, and in particular, the way business pages' posts can get seen in the newsfeed. Some people have been losing their minds over this!
Why? Did you expect that the worlds biggest advertising platform was going to stay free, or very very low cost for ever? No, that is not possible. More than ever, it’s going to be pay to play.
What should you do about it… Let’s see in more detail here:
On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from “friends, family and groups.”
“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”
Zuckerberg cites “a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being” as justification for the change, admitting that businesses are going to have to work harder than ever to gain their customers’ attention on the platform.
As the changes roll out over the next few months, businesses will most likely see a significant decrease in organic reach (which for organic reach is already only at 2% of your pages audience!). This means news feeds will likely start to show more pictures of your uncle’s dog and fewer stories from Stuff.co.nz, and your businesses page.
While nobody knows exactly what the impact of the news feed changes will be, there are certainly ways for businesses on Facebook to work with the new algorithm and continue reaching their customers through “meaningful interactions.”
But, PLEASE don’t fall into the “engagement-bait” trap...
It might be tempting to try and hack the new algorithm by asking your audience to “COMMENT on this post if you like ice cream!!” or something like that. But, don’t be that business. It’s spammy and users don’t like it.
Plus, Facebook says, “Using ‘engagement-bait’ to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.” That basically means don’t publish posts that explicitly ask users to like, comment, or share the post. Your intention to grow your audience by doing that, will actually have the opposite effect!
This is where LYLTY can help you beat the algorithm, big time!
By using our bonus feature share function within the app when customers make a purchase - they are able to share their visit to your business by ‘checking in’ on Facebook to your page, and can add a pic of their purchase, the view from your cafe, their nails done, whatever - this is a ‘meaningful interaction’ Plus, as it comes from users and not a business, the check in is much more likely to be shown to friends on Facebook than a paid boosted post from you…
The other benefit of embracing this feature is that Facebook automatically prompts users to review places they’ve recently checked in to over the past 24 to 48 hours. So, this can be a great way to build up more positive reviews online, with LYLTY & Facebook doing the heavy lifting for you!
One more little nugget for you to keep in mind, this bonus share feature costs you nothing extra. We have synced in with Facebook for customers to be able to share from the app, automatically. All you have to do is say YES, we’d like to run the social share bonus feature!
The only ‘cost’ is that for each visit a customer shares to Facebook, they earn 1 bonus point.
When you consider the cost of boosting just one post on Facebook - and these new algorithm changes - giving away just 1 point to get your customers to share for you is a pretty sweet deal.
The customer can only share after their transaction has been validated in the app - so don’t worry, no one is sitting there just checking in to your business and earning all of their points without purchasing anything!
The point is, users will be more likely to see your Facebook posts if customers are engaging with your page, and commenting on it. That’s the best content of all for your business - user generated content!