Facebook has made quite a few announcements lately, and this latest one is one that you won’t want to miss. If your business uses Facebook for social media marketing, the way you share content could be about to change.
Today’s change means that text updates will no longer be displayed as frequently in the News Feed. The announcement from Facebook explains that research has shown that when Facebook users see more text updates in their feed, they are more likely to post updates themselves. However, that doesn’t hold true for text updates from businesses, so Facebook has decided to change the algorithm that determines what is displayed in users’ News Feeds.
From now on, Facebook says, “Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.”
In the same announcement, Facebook encourages Page administrators to share links as a link-share, so that a thumbnail and excerpt from the content will be displayed with the text update. This approach makes the update more interesting since it adds an image and a large headline.
This latest update comes shortly after a News Feed update that was designed to display more links in users’ News Feeds. It’s clear that Facebook is guiding businesses more toward sharing content than just posting text updates.
What Should You Do?
With this update, you may want to slightly alter the way you post to Facebook. If you post primarily text updates, your market may not see them as much. Posting links to content will help your posts get seen by more people and might actually help you with other marketing efforts.
You can use Facebook to promote your website, blog and content you create and post on other sites. This type of content can help you establish a reputation as an industry expert, and as you provide resources for your market, people may be more interested in doing business with you.
As you make this change, think strategically about how you share content and what kind of content you should share. Consider your marketing goals and then decide what kind of content will best help you meet those goals.
Sharing your own content can help you accomplish anything from increasing sales to driving more traffic to your website. It can also help raise awareness about your brand and educate your market about your services.
You can also share content created by others, as long as they aren’t your competitors. Content created by other businesses, that will interest your market, spark engagement, and benefit your followers, can also help your business.
When you share too much self-promotional content, you risk losing followers who may view your account as spammy or who may lose interest in hearing only about you. Benefitting your market by providing helpful resources and information will help you build your online community and your reputation as a resource people can depend on.
This latest news in a string of updates from Facebook means businesses will need to reassess how they use Facebook. Make sure you are able to continue reaching your market by posting more links and content than text updates to Facebook.