What Facebook’s Algorithm Changes Mean for Brands

If you read about the most recent changes to Facebook’s algorithm, then you might be wondering how the changes affect brands. As a social media and reputation management firm, Rallio always strives to help brands optimize their online presence and their advertising budgets. So if you’re in full-on panic mode, we’re here to tell you that these changes are not cause for alarm …

IF YOU ARE PUTTING AD DOLLARS BEHIND YOUR FACEBOOK CONTENT.

Pardon me. I don’t mean to yell. But it’s so important to understand that Facebook is a pay-to-play platform where if you want to have any kind of significant impact among your target audience, you need to pay to get in front of them.

If you find it difficult to wrap your head around this concept, think about it in terms of print advertising. Leaf through a magazine, and you see that the nicest, largest, glossiest ads at the front and back of the book. These are the big-money ads. The tiny little classifieds are small and hard to find because the advertisers didn’t pay as much for them.

And those that didn’t pay … well, do you even see them anywhere? Of course not, because nobody expects something for nothing. Or do they?

There are still brands out there that believe they can put up a Facebook page, post content and get it seen without ever paying a dime for advertising. Of course, there’s still something to be said for organic reach in terms of how your audience interacts with your content, particularly with Facebook’s new (or renewed?) emphasis on putting content in newsfeeds that’s community-oriented and focused on engagement among friends and family.

However, there’s an opportunity here for a powerful combination of paid posts and local engagement, one that we at Rallio are already using to help brands.

But Facebook stock dropped. What does it mean? 

It’s true that Facebook stock dropped 5 percent with the news of its algorithm change, because people are worried that some ad revenue will decrease. And, it probably will. However, it’s not going away, and shareholders will demand it doesn’t decrease too drastically.

What we stress with our clients is that we need to be continually considering ways to convert “business” posts into “personal” posts. That is, once a brand gets engagement on a post, that interaction can be seen by others and the content is now falling under the consumer newsfeed algorithm and isn’t simply viewed by Facebook as a business post. The same is true with check-ins: When a consumer checks in to a business via Facebook, it can create great organic reach.

Brands have a tremendous opportunity to capitalize on Facebook's algorithm changes. Let the others… Click To Tweet

So in actuality, brands have a tremendous opportunity to capitalize on Facebook’s algorithm changes. Let the others leave, and you step in to reach more and more of your target audience and boost your visibility on the platform!

The key is creating the kind of quality content that earns your customers’ comments, likes and shares as opposed to blatantly asking for them. Consider the words of Yuyu Chen in this Digiday article: “For starters, brands have treated Facebook like a pay-to-play platform for a long time, and Facebook said the new algorithm won’t affect paid posts on the platform, although CPM rates for Facebook ads may eventually increase, according to agency executives. However, they think the new Facebook algorithm will filter out clickbait-style promotions (‘Like our product if you think this dog is cute’), which will pressure brands to create more meaningful content over the long term.”

At Rallio, we’ve always stressed the importance of creating quality, relevant content that isn’t overly promotional or “me”-centric. Shift your focus to what your audience cares about, and you’ve got a whole world of opportunity as an advertiser. Do you want to be visible, engaging and relevant? Of course you do. Head over to ralliolocal.com, and we’ll help you get started making a major splash with your local customers.