By: Anita Sedlić, senior content manager, Dialog komunikacije
Every year brings its own challenges – and organic reach is always on the list. The announcements of changes in Facebook’s algorithm surprised all of us – just as the snow surprises the winter road service in December – and for days we discussed about the changes aimed at creating a better environment for users.
Facebook says that posts from friends and family will come to the fore in order to promote more meaningful interactions, with less posts from unreliable news sources, as well as low-quality viral videos.
Since the well-preserved secret formula of the algorithm puts the Facebook user in the center, it’s time for brands to do the same, and put the user into the focus of their own strategies. If you haven’t done so already, put quality ahead of quantity, because you have nothing to lose!
Less is more in this case
We are surrounded by a world where content overload has become an integral part of life. We are bombarded with different content from all sides, and when we add the fact that we check our smartphone 150 times during the day, or every 7 minutes of our awake time, it’s clear that there’s way too much information in our lives. Do you think that a stock photo or video of poor quality – which everyone claim to be a big hit – will be what your fans will remember with a smile at the end of the day?
There was a time when the quantity was more important than the quality. Facebook users don’t want more content – they don’t want those three posts from their favorite brand or live video, which will send a notification making them glance at their phone if only for a second. True – with a bit of advertising interactions reach will likely be there, but it has long been clear to us that these parameters are not the only criteria for assessing success.
What fans want?
The first step in setting up your 2018 strategy is to get to know your target audience! Whom do you address, and what that perfect individual, community or audience really need from you?
Focus on delivering a specific value to your fans with your content: provide them with a solution to their problems or stand out with content they haven’t seen while scrolling their newsfeed before.
I believe you are already tired of preparing different strategies and tactics trying to beat Facebook’s algorithm, but the key is already in your hands. You’re going to spend time on creating content for your social networks anyway, so make sure that this year it really inspires and entertains your fans. Your content should help your fans achieve their goals, and it should help you create connections that no algorithm will hinder.
