You may have heard about the changes Facebook recently announced about prioritizing posts from friends and family rather than brands. Here is what you really need to know.
The content Facebook is going to be prioritizing includes:
“Posts that spark conversations and meaningful interactions between people”
“Posts that you might want to share and react to”
“Posts from friends and family”
That last one is particularly important, because as Facebook describes, making posts from friends and family a higher priority means making posts from brands and media companies a lower priority. The thing is, Facebook made this same announcement in 2016.
Basically, Facebook’s “new” priorities for brands are exactly the same as their “old” ones: increasing engagement and authenticity.
So, what does that mean for your business and Facebook strategy?
You should be focusing on content that gets people people clicking, sharing, and talking since “Page posts that generate conversation between people will show higher in News Feed.”
That includes:
Live videos (which Facebook says average 6x as many interactions as regular videos)
Videos that explicitly prompt discussion (for example, by asking questions)
Posts in Facebook Groups
News that starts conversations regarding important, timely issues
