Facebook and Instagram recently announced that they have changed its algorithm to promote more personal content rather than news or product. Almost immediately, businesses saw a drop off in their reach and engagement results. In the past, posts featured at the top of newsfeeds according to the time they were posted. For example, if you posted when the majority of your audience was online, your reach was more likely to be larger, giving your brand better exposure on the social media platform. Now, Facebook and Instagram have limited your reach to 30% of your total follower count on average, allowing the algorithm to decide what content should be displayed in your audience’s feed. Free flowing content has turned into regulated content, driving businesses to pay for adverts and boosts, just so that their content can be seen.
How can you ensure your content is still seen?
Here at The Social Project, we are actually quite excited about the changes…….. It means that high quality, curated content will feature for longer on both Facebook and Instagram and therefore more likely to get better engagement. It’s all about quality over quantity! You won’t need a huge audience for your content to be seen, as long as your audience is engaged with what you are posting and are liking or commenting on it, you will continue to grow and develop your Facebook or Instagram page.
What we will see next is the expansion of influencer marketing. Connecting with Influencers who have a growing audience that they truly understand will be the key for most businesses. It will become the most effective way to influence consumer behavior via social media. This is why we are collaborating with local influencers to work with us on content and keep it relevant and popular.
It will also be crucial to understand what the ambition of your brand or product is and then align it with your target audience. With the right data and social listening, you can unearth your target audience and figure out what appeals the most to them and then curate your content accordingly.
If you have any questions or concerns, please feel free to drop us an email or give us a call.