The landscape of Facebook has undergone major changes in recent months with the rollout of a new algorithm that prioritizes posts from family and friends above those from brands and other pages. This change is part of Facebook’s effort to increase daily usage and engagement among users.
Other new additions include the Facebook Stories feature, which allows users to post temporary photos and videos, as well as Facebook Live, which gives users the ability to stream live video to their followers.
Although posts from pages do not receive the priority they once did, brands still have power to share meaningful content with their Facebook followers.
Research suggests brands are most successful when they post once or twice a day. Why?
It eliminates brand fatigue.
When brands post too often, followers can get tired of seeing their content. By limiting the number of posts, businesses can avoid inundating their followers’ news feeds.
It boosts visibility.
When brands only post once or twice a day, it’s more likely the posts will actually show up on followers’ feeds. When too many posts are made, Facebook’s algorithm chooses which ones to make visible. This means not everything you put out will be seen–and it could very well be the most important updates that go unseen by your audience. (Obviously, advertising on Facebook is key to brands’ visibility as well.)
It prioritizes the best content.
When narrowing down to one or two posts a day, brands must be picky about the content they share. While this might seem daunting at first, it will work out best for the brand in the long run because only the best content will make the cut.
As new features such as live streaming and stories grow across social media platforms, research continues to show that video garners the highest engagement of all content. The appeal of video is its accessibility and authenticity, especially to younger audiences. While video can be challenging to produce, its benefits can be replicated in photos and other content that focus on brand personality and provide value to customers.
The new Facebook terrain may seem like a challenge, but it gives brands the opportunity to develop their content strategy to share the most high-quality, engaging and relevant content with their followers to build and strengthen relationships.