Facebook Updates – Since October 19th, 2017

EXPLORE PAGE COMING IN 2018

Improve organic reach on Explore page

Facebook says:

  1. Preference to video with high completion rates
  2. Preference for authentic and timely posts
  3. New features to improve interactions with your audience

Video Completion

  • Facebook Live is favored
  • Longer videos with higher completion rates will rank higher

Authentic Posts

  • Penalize posts with negative feedback
    • Unlike page
    • Hide posts
    • Overly promotional

Promotional Posts

Facebook does not like the following:

  • Posts created for the sole purpose of pushing people to buy a product
  • Posts that push people to enter promotions, giveaways, or contests
  • Posts that re-use the same content from ads

These types of posts will get significantly lower reach and engagement.

Why the overly promotional rule now?

“As part of an ongoing survey, we’ve asked hundreds of thousands of people how they feel about the content in their news feed. People told us they wanted to see more stories from friends and Pages they care about and less promotional content.”

Timely Posts

Facebook will reward organic reach and push posts higher that have:

  • Immediate interest
  • Current events
  • Trendy topics

Facebook groups

Starting groups and getting members used to be an easy traffic source. Now, reach and visibility for posts in groups is the lowest it’s been in 18 months.

INSTAGRAM

Instagram will place the photos and videos it thinks you will most want to see from the people you follow toward the top of your feed, regardless of the time these posts were originally shared.

How To Overcome The New Upcoming EXPLORE page, reduced reach, reduced engagement, etc.

Benefits To Facebook Now (4th Quarter 2017)

  • Targeting & Scheduling
    • Audience optimization option
      • Reach people who are more likely to engage with your post
      • Target specific people per page post.
      • For example: if you only want someone who likes ecommerce to see your post then you can set that option
      • This will improve your organic reach and boost you higher

 

NOTE: Since April 2014, Organic reach has declined over time… only 1.6-2% are actually seeing your posts. This is why you may be seeing a decline in engagement and reach.

  • Messenger Communication
    • Messenger ads
    • Auto chatbots
  • Full-Screen Experience (Big Game Changer)
    • Create a full-screen post
    • Only your post shows up and there are no other ads that show to the user

Some Facebook Statistics:

  • 60% of consumers visit your Facebook page before visiting your brick-and-mortar location
  • 80% of consumers are more inclined to purchase from you if they find a credible, authentic Facebook page associated with your business
  • 62% of consumers say Facebook is THE MOST IMPORTANT AND USEFUL social media channel to research small businesses.

To Improve Organic Reach:

  • Only schedule posts through Facebook, NOT through programs such as Hootsuite, etc.
  • Not outbound links
  • Upload videos directly… NO YOUTUBE LINKS.
  • Create content that encourages interaction
    • Remember: your customers want to share content that puts them in a positive light
    • Hot news
    • Motivational or inspirational
  • DO NOT BOOST POSTS
    • Does not target users most likely to purchase
    • Just targets any users online at the time
  • Do ONLY what works (proven strategies)
  • Save time and money by focusing on proven strategies that work TODAY for small business owners.
    • What’s Working?
      • Facebook & Instagram
      • 58% of consumers engage with a Facebook or Instagram Ad at least 1x before spending money with a small business
    • What Do I Do?
      • You want to show up at the top of the Newsfeed and start preparing for the change to Explore pages, STARTING TODAY.
      • Build Momentum starting TODAY.
      • Edge above your competitors who are not taking advantage.
    • Steps to Success
      • 1) Identify & Find
        • Laser Targeting
          • Interests
          • Behaviors
            • Buyers
            • DIY
            • Homeowners
            • Homemakers
            • etc
          • Demographics
          • Connections
          • Lookalikes
            • Independent and Third-Party Data
            • Behaviors
            • Spending habits
            • Demographics
            • Interests
          • Custom Audiences
        • 2) Grab Attention
          • Know Who To Target
          • Know How To Offer Value
          • Stand Out In The Newsfeed
            • Value Offer
              • How-to Video
              • PDF cheat sheet
                • Service-based businesses
              • Giveaway
              • Discount
            • High Converting Ads
              • Emotion
              • Motion
              • Color
              • Control Timing
              • Feature products
            • 3) Build The Relationship
              • Capture information
                • First name
                • Email address
                • Don’t put too much info requests. Just those two.
              • 4) Follow-Up (Nurture)
                • Benefits of nurturing
                  • FREEBIE OFFERS
                  • You want to be viewed as an EXPERT & the BEST.
                  • 85% of in-store shoppers don’t purchase on the first visit
                  • 98% of online shoppers don’t purchase on the first visit
                • Why Follow Up?
                  • Build meaningful relationships
                  • Close the SALE at higher rates
                  • Top of Mind!
                  • Build Momentum

5) Close The Sale

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