On January 11th, Facebook and Mark Zuckerberg announced they would be making some News Feed ranking updates “so people have more opportunities to interact with the people they care about.” They went on to say that in addition to using signals like reactions, comments and shares to determine how high things appear in your News Feed, they will also prioritize posts that spark back-and-forth conversations. Lastly, in order to make this happen, they will prioritize posts from family and friends over public content, including videos and other content from, you guessed it, businesses.
So it comes as no surprise that Facebook warns us that as these updates are made, Pages may see their reach decline. Especially Pages that produce content that generally doesn’t make a big impact when it comes to signals or engagement. So how, as businesses, can we thwart these updates without overspending to invest in paid content? (According to Digiday, publishers’ spend on Facebook has more than doubled in the previous 18 months.) Continue to publish posts and content, like shareable videos, that prompt engagement and conversations between followers and friends.
So, when should you invest to boost content on Facebook? Keywee has some suggestions:
- Audience development – Invest in audiences that will come back to your site or app on their own. Measure return visits within 30 days and calculate your ROAS (Return on Ad Spend) with a 30 day attribution window.
- Same session profitability – Spend when your RPMs (Revenue per thousand impressions) add up to more than the cost of user acquisition.
- Digital subscriber acquisition – If you have a paywall in place, or any other form of a subscription model, paid content distribution directed at qualified audiences has a high chance of bringing your CAC (Customer Acquisition Cost) down.
- Branded Content promotion – A well-crafted message directed at a well-targeted audience (using Facebook’s specific targeting data) can ensure outstanding performance for your brand customers.
- Affiliate revenue generation. Drive qualified traffic (again, using Facebook’s granular targeting options) to drive e-commerce purchases originating on your website, collecting affiliate commission.
Still worried you might be missing out on organic content from your favorite Pages? You can choose “See First” in your News Feed preferences to make sure you always see posts from your favorite Pages. Need help creating compelling and engaging content? We can help!