Facebook Zero is Coming! Now What?

Organic reach for #Facebook Pages has been on the decline for some time, and it will continue to decline dramatically as a direct result of the changes announced earlier this month. In an effort to bring people closer together, Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Facebook also clearly stated that the News Feed will now show more posts by family and friends that create engagement and encourage conversation and less public content like videos and posts by publishers and businesses.

What does this mean for your business page?

This means that the organic reach of native content made by businesses will decrease tremendously and will likely cease to exist altogether (#FacebookZero… get it?). In other words – commercial posts that aren’t boosted could soon have 0% organic reach. Be prepared to shift to a “Paid First” strategy.

This is a big deal, y’all! The way we think about #marketing on Facebook and the type of content we post needs to change dramatically. Don’t freak out though! Instead, use that energy to adjust your strategy. Here are some ways you can get started:

1. Consider #paidadvertising. Facebook’s advertising platform is exceptional. If you haven’t already, now’s the time to give it a try!

2. Because Facebook is giving priority placement to engaging posts that “spark conversation,” you will need to reevaluate your use of passive content (quote graphics, recipe videos, GIFs, etc.). This content may now be better suited for a different platform.

3. Put your thinking cap on and brainstorm new content that will create conversation and engagement among your followers. This type of content is KING and will take over the News Feed.

4. Facebook’s #LiveVideo feature typically performs really well. It encourages interaction among your followers, which is exactly the type of content Facebook is prioritizing. Think about ways to incorporate Live Video into your current social media strategy. Host Q&As. Showcase product roll outs. Have an expert speak on a topic that directly relates to your industry. The sky is the limit!

5. Begin encouraging your followers to visit your Facebook page and choose “See First” in News Feed Preferences to ensure they continue seeing your content in their News Feed.

One last tip…

It’s easy to become overwhelmed by such a major shift. As you adjust your Facebook strategy, don’t forget to keep one thing at the center of your efforts: your audience. They will help you determine the type of content that resonates most with them. You can always reach out and ask. Surveys, focus groups, and polls are easy ways to check in with your audience. If you find they are interested in passive content, encourage them to follow your other social media platforms where this type of content is more prevalent (e.g. #Instagram and #Pinterest).

What do you think about the changes coming to Facebook? What challenges will you face? How will you adjust?