Facebook just launched a series of different changes in the last two weeks. Of course, all of these changes have a significant impact on advertisers and brand pages. A couple weeks ago, Facebook announced a big change to its algorithm. Now, this week Facebook announced a change in the way the CPC is calculated and, probably the most significant change, Facebook is giving users control to choose what they see in their feed. You may not see it on your Facebook page yet, but it is slowly being rolled out now. So what does this mean for businesses on Facebook? Even Facebook acknowledges that this could mean trouble for businesses as users have consistently told Facebook they want to see “less promotional content”.
What Exactly are the New Facebook Controls?
The first option lets you prioritize who to see first. You can choose whose posts you don’t want to miss. The ones you choose will always appear at the top of your News Feed.
The second section allows users to connect with business pages, brands, artists, etc. It offers up suggestions based on your previous likes and activity.
Many users face the dilemma of not wanting to see a “friend’s” posts but suffers through it not knowing that there has always been an unfollow option. This option is now made easier with the new enhancements. It also lists people you have unfollowed in the past to see if you changed your mind and maybe want to reconnect.
To get to News Feed Preferences, tap More in the bottom right hand corner of your mobile app. News Feed Preferences are located under Settings. You can come back at any time to update your choices.
How Can Businesses on Facebook Still Thrive?
This certainly doesn’t mean the end for businesses on Facebook. Instead, it means getting creative about how your brand page interacts with fans and followers and the type of content you provide. Develop a strategy that will make your fans and followers not want to miss your posts. This can mean a combination of engaging and helpful content they want or need, contests, giveaways, and special offers only available on Facebook. Remind your customer base via other communication routes such as email, your website, or other social channels to visit your Facebook page.
CPC Calculation Change Good News for Advertisers
With all of the recent changes going on with Facebook, it has become clear that brand pages need to set up a budget and pay to better reach fans and followers. This “pay to play” type atmosphere often makes it difficult for small businesses with small budgets. However, you can use your smallness to your advantage by upping the engagement factor and adding in a personalized approach. Use your ability to quickly respond and engage users to your advantage over robotic sounding corporate entities. This new CPC calculation change is actually better for most Facebook brand pages because you are no longer charged for likes or shares. Rather, Facebook is charging only for the “more valuable” interactions such as click throughs to your website or app downloads. This will certainly help Facebook advertisers’ bottom line and bring in a higher ROI.
If you require further information or have any specific questions, don’t hesitate to give a member of the GoPromotional team a call on 0800 0148 970 or simply email us today.
