Changes to Facebook’s Home Feed Could Boost Reach & Discoverability
Facebook has made changes to the way its users experience the platform, starting with its home feed. These changes will affect how brands, pages, and influencers reach their audiences. This article will explain what these changes mean for your brand’s content strategy on Facebook, and how you should adjust it so that you can continue to reach more people.
- Facebook wants to reward creators who are creating engaging content.
- Creators need to create long-lasting, evergreen content that is relevant to all audiences.
- Creators need to collaborate with other relevant influencers or creators to increase their reach.
With the launch of Facebook Home, you can bring all of your friends’ posts into one place. The app is available for Android and iOS, and it organizes your news feed from Facebook into a style that looks like a normal home screen on your phone. You can post comments, share photos, or click through to other apps within Facebook Home.
Facebook also offers an App Center which allows users to discover new apps while they’re browsing their News Feeds or Home Screens. This feature could help increase visibility for some businesses that are looking for ways to stand out among competitors.
Change of Home Feed
Facebook has been testing these changes to the home feed for several months, and they’re similar to what we’ve seen before. The test is designed to make the News Feed more relevant and personal not just by showing users more content from friends and family members, but also by prioritizing posts that have been liked and commented on (as opposed to those that have simply been viewed).
The company has made several tweaks over time in an attempt to improve engagement and reach for brands, especially smaller ones without dedicated social media managers or budgets. Some advertisers might not even realize they’re on Facebook if they haven’t noticed any major shifts in their reach.
As we mentioned above, these changes are going to have a significant impact on the organic reach of your brand’s content. Unless you’re already posting at least ten times per day and have thousands of fans who engage with your posts regularly, chances are good that you’ll see your page’s reach decrease significantly.
- Increase engagement on existing posts: By increasing engagement across all of your current posts (likes and comments), we can ensure that they continue to show up higher in user feeds than new ones do when we publish them later on in the day or week.
- Collaborate with other brands: We recommend collaborating with other brands whose audience overlaps with yours so that if one of them shares one of our posts on their page it increases visibility for both us and them. This could also help build relationships between our two companies which could lead to increased sales down the line!
Focus on Creating long-lasting, Evergreen Content
The best way to ensure your content is being seen by the right people is to create evergreen content that’s interesting and relevant. When you have good, engaging, and shareable stories, you can be confident that they will get more traction than just posting a link to your blog or site.
Make sure that the topic of your story will be relevant in the long term; it’s better to create something with longevity than something that only has short-term value.
Don’t Post Only to Your Page
Don’t just post your content to your Facebook page. You can share your content on other platforms, including Instagram and LinkedIn. And you can also share it on other people’s pages and platforms, whether they’re friends or strangers as long as it’s work-appropriate (and don’t forget to add a call-to-action!).
Collaborate with Relevant Influencers or Content Creators
If you’re looking to expand your reach and increase your discoverability, it’s important to consider how influencers might be able to help. A social media influencer is someone who has a large social media following (think Kim Kardashian). If you’re not an influencer yourself, there are still ways for you to collaborate with them.
Make Sharing Easy for Fans
The new Facebook algorithm attempts to reward content that is shared among fans, which means that if you want your posts to reach more people, it’s important that each post can be shared by your fans.
- Make it easy for fans to share your content:
- Include a “Share” button in each post so people can tell their friends about the great things going on at your organization or just what they ate for lunch!
- If you want the ability for users who are not logged into Facebook or don’t have an account with you, include a link at the top of each blog post where they can easily sign up and subscribe to receive emails from you. Also include links in emails sent out from within Facebook (which we’ll discuss later).
- Make it easy for fans to like and comment on posts: You can encourage engagement by providing prompts or questions in comments or on posts (examples: “What are some things we should add?”; “Have any suggestions?”) This gives people an opportunity for discussion, which may lead them down different paths than those explored during brainstorming sessions alone.
- The news is not all bad. Brands could wind up reaching more people, but they will have to work even harder by putting out quality content.
- Focus on creating evergreen content: To stay relevant in the News Feed, brands need to create long-lasting, evergreen content that speaks to their audience’s emotions and needs.
- Post more often: Instead of waiting for an event or product launch, brands should be posting at least once a day to keep the feed fresh with new stories. This includes reposting old content as well as publishing new posts (think multi-media).
- Collaborate with influencers or content creators: Brands should collaborate with relevant influencers or content creators to gain exposure and increase engagement rates.