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Social Media

Facebook algorithm changes

Are you finding Facebook’s algorithm changes frustrating for your business? These handy tips are definitely worth a read to try and combat these changes so more people see your posts…

How to survive Facebook’s Algorithm Changes

#1 – Ad Targeting: Communicate to the Crossover

Facebooks targeting options for audiences are very specific. You can specify demographics, online behaviours and interests. One thing you can do to get that extra creative edge is to link your standard targeting with an unrelated interest – think of something that is a hot topic on the news or a hot TV show that has had a new series added to it on Netflix. This not only talks to your target audience but also achieves a crossover that is on trend, capturing new leads within that crossover.

How can you achieve this:
Brainstorm opportunities for interest crossover
Explore FB targeting options to find viable audience crossover
For example, layer in one of your new ‘crossover interests’ into the Facebook target audience tool and evaluate the size of the target audience you create.

#2 – Find & Boost Your Star (high performing) ads
Your ad and its content has to be very engaging to get the best value from it. The better the ad the less you pay to serve it. Our advice is to experiment with lots of different kinds of content and campaigns to identify the star ads versus the dud ads (non performers). By doing this you can ensure you put funds behind the star ads and stop pushing the dud ads.

How can you achieve this:
Produce and try out lots of different campaigns
Measure user engagement rates to identify the star ads versus the dud ads. Pause dud (non performing) campaigns and stop producing those types of ads
Find the star ads and boost them

#3 – The Star Ad Slush Fund Method: Be Stingy then Spend Big

Be reactive to how your campaigns are going and identify the star ad to put all of your funds behind to promote that particular campaign. Turn off all dud ads. By doing this you can get 30-50 x more value out of your ad spend than had you distributed amongst several different campaigns.

How can you achieve this:
Set the benchmarks: What are the average impressions/ likes/ shares for your organic posts?
Check in every few days – weekly at the most to track your posts’ performance and identify the top performing ads
Once you determine a star ad, increase your funds for promoting it

#4 – Make Messenger a Part of Your Marketing Toolbox

It has been proven that more people are checking their messenger apps than they are checking their Facebook News Feeds. There are more monthly active users on messenger apps than there are on Facebook. Yet only 1 percent of businesses can automatically engage with customers via messaging.

You can easily broadcast messages via Facebook Messenger to anyone who has already messaged your Facebook Business Page. You can use this function to deliver content like blog posts, webinars, or news about your business. Think of it like an email service provider right inside Facebook.

How can you achieve this:
Make it easy for your audience to opt into your Facebook Messenger broadcasts by:
Attaching auto-responders to your Facebook posts (respond to people who comment) – could be used to deliver content (for example; leave a message and we’ll send you the PDF)
Add a Facebook Messenger opt-in button to all website contact forms for visitors to opt into messenger updates (checkbox plugin)
Linking to your chatbot (a good one to check out is Mobile Monkey) to invite your audience to opt-in via your website or an email
Install Facebook chat on your website
Try out a Facebook ad with a ‘Send to Messenger’ call to action that allows visitors to instantly opt into your messenger marketing
Sign up for MobileMonkey (it’s free) to begin using these tactics.

#5 – Use stylish Link Previews for Sharing (Open Graph)

Open graph is how you control the display of your link previews (for landing pages, blog posts, and website pages) when you post them to Facebook. You can set the title, image, and descriptive text that will appear when you cut and paste the link into both posts and comments. By specifying your open graph, you can achieve ad-quality presentation even in your organic (free) posts.

How can you achieve this:
Use an Open Graph wizard to set your open graph description
Find a WordPress plugin to set your open graph descriptions on blog posts (we like Rocket Link)

#6 – Add Captions for Silent Video Watchers

Facebook automatically auto-plays your video in mute as people scroll by within their newsfeeds. So, rather than miming out your message or allowing your content to be lost entirely – simply add captions to all your video content.

How can you achieve this:
Add captions to your video content
Edit video in Facebook’s business manager, select ‘edit video’ and upload or auto-generate captions.
Ensure you’ve got eye-catching content to ensure you capture your intended audience.

#7 – Have multiple options – Use Google Tag Manager

When you advertise on Facebook you’re on a rented channel and could – theoretically – be kicked out or closed down at any time if you don’t adhere to Facebook policies.

That’s why it’s so important that you spread your funds cleverly when advertising on Facebook so you have the ability to chop and change your content and your audiences when you please. Use Google Tag Manager to better segment and dynamically update your audiences.

How can you achieve this:
Diversify your remarketing opportunities
Include multiple pixels in Google Tags Manager
(Facebook pixel, Facebook pixel with event codes, Google Analytics, Adwords remarketing, email tracking code)
Each can be triggered on specific URLs in your marketing
Use Google Display Network (GDN) remarketing

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