ROCKS DIGITAL  BLOG

Eric Johnson

News Feed News! What Marketers Must Know about the Latest Facebook Algorithm Update

Optimizing for the Latest Facebook Algorithm
PK Studio/Shutterstock.com

2018 has barely begun, but we’re already seeing major changes taking place on Facebook. For those that have been marketing on the platform for some time now, it’s hardly shocking to hear about yet another Facebook algorithm update that’s going to shake things up.

The big difference this time is that the change is expected to be significant.

Is the Facebook Algorithm Update a Benefit for Small Business?

Marketers everywhere are outraged about the proposed switch. While specific insights are limited, it’s widely known that the new algorithm change on Facebook will be putting the spotlight onto posts from family and friends, and off of posts from pages.

Even top-tier social media marketers are calling this the end of organic reach on Facebook, saying that the network is solidifying itself as a pay-to-play marketing platform.

I disagree.

In my mind, this change could have a significantly positive effect for small businesses and anyone else that posts genuinely valuable content. It’s probably bad news for major corporations, viral content sources, and the like, but that doesn’t mean that small businesses and other pages have to be roped in with the lot.

I’m reading between the lines a little bit, but I’m confident about one thing: great content will never go unnoticed.

Small Businesses and the New Facebook Algorithm Update

Most marketers have been so caught up in one element of the Facebook announcement that they’ve neglected the rest of it. These professionals immediately took notice of the messaging that suggested friends and family will take precedence over pages, but they never stopped to consider what that implies.

Facebook is all about personalization.

What does that mean? It means that anyone can create content that’s genuinely personalized and directed at someone in particular. In fact, even business pages have this opportunity. And that’s significant.

Latest Facebook Algorithm Update 2018

Take the mentions of brands and “public” content out of the recent announcement by Facebook CEO Mark Zuckerberg and you’ll find that most of the post has to do with ensuring that what you read feels personal and intentional.

As page managers, why are we fighting that? Instead, we should be embracing it. Those that do will find that they “defy” the algorithm and end up on their followers’ News Feeds.

Why?

It’s because pages are not disappearing on Facebook. Viral content might be disappearing, and overtly promotional content was already in disfavor anyway ­– but that leaves content that adds genuine value.

This is what everyone wants to find on their News Feed, so that’s what Facebook aims to provide. Businesses would be best served by embracing that.

Personalizing Your Content

So how does a brand go about developing content that feels personalized to an individual?

By relating to what’s going on in their life.

It sounds easy, but of course it isn’t. Brands that want to win on Facebook in 2018 will have to master the art of being relevant. According to this new algorithm, nothing matters more.

Being relevant involves relating to people’s current life stage, interests, knowledge gaps, and more. It’s an art that has to be learned over time. Different audiences have different needs and desires, which can make the content creation process complicated and ever-changing.

Why Smaller Brands Have the Upper Hand

So if defying the Facebook algorithm is all about personalization and relevancy, why do small businesses have the advantage in all of this?

There’s one reason:

Their audiences are more defined. While larger companies put massive resources into learning about their ideal customer personas, smaller businesses have a narrower audience to work with.

That might not sound like such a great thing, but in this context, it is! It’s easier to relate to an audience that’s more specific. They may live in a specific locality or share tons of common interests. Whatever the case, the key to success on Facebook moving forward will be to find the common thread and make use of it. This ensures you will be relevant to at least a portion of your audience so that your posts can be seen.

This Facebook Algorithm Update Shows that Content is Still King

Facebook’s always changing, and it can be hard to find a strategy that remains relevant despite the constant updates. That said, there’s one strategy that’s likely to work time and time again – posting great content that your followers genuinely enjoy. Remember, content is still king!

Do this, and you’ll be sure to stay ahead of the curve and win on Facebook.

How will you adjust your Facebook strategy to get closer to your audience? Share your thoughts in the comments! 

Eric Johnson

Eric Johnson is a Digital Content Creator for FeedbackWrench. He specializes in building web presences for small business owners.

More Posts

Download Our SEO Guide

Created in a joint partnership with Advice Local, this guide — What You Need to Know About SEO — provides an introduction to SEO concepts, strategies and best practices for optimizing a website. Complete the form below and get instant access.

    ROCKING DIGITAL SERVICES

    Web Design & Development

    Your website needs to be aesthetically pleasing and functional. We build websites for desktop and mobile that are both.

    LOCAL SEARCH & SEO

    Your website needs to attract search engines and consumers. We are experts in local search and SEO, and can make that happen.

    CONTENT CREATION & MARKETING

    Anybody can write words on a page, but can they write content that integrates SEO best practices and converts? We can.

    Here’s What our CLIENTs have to say

    Their Local Business Websites Rock

    ★★★★★
    Rocks Digital knows how to build local business websites that convert prospects to customers. Not only do I recommend them to work on my reputation management client’s websites, but they work on the Reputation Sensei brand, too.
    - Chris Snellgrove

    They Customize Their Solutions

    ★★★★★
    Rocks Digital customizes to meet their client’s needs. We needed our existing website optimized for search. We are now placing for more industry keywords and continue to improve. They consult with our in-house team on content optimization, manage our GMB listing & more.
    - Greta Valenti

    Highly Recommend

    ★★★★★
    Rocks Digital manages not only the Association of Directory Publishers website, but our Trusted Local Directory. From helping us get our event information on the website to producing guides, blogs and new content, they have what it takes.
    - Cindi Aldrich

    Rocks Digital Is the Best Choice

    ★★★★★
    As a long-term client, when it was time to change the primary focus of my real estate business, and my website, I knew Rocks Digital was the way to go. They took my existing website, gave it a complete new look, and still managed to keep my existing content.
    - David Dorum

    Brought My Ideas to Fruition

    ★★★★★
    Rocks Digital came highly recommended. Once I started working with them I knew why. They took my ideas for a beautiful website and brought them to the screen. From the design phase to content creation, each component was thoughtfully considered and addressed.
    - Clay Adams

    Conversions Are on the Rise

    ★★★★★
    Rocks Digital manages two of my websites. They produce our blogs, our service pages and manage our paid search campaigns. Conversions are up and new patients are coming in the door. I highly recommend their digital marketing services.
    - Dr. Thomas Chacko

    Agency Services Are Top Notch

    ★★★★★
    We shifted to Rocks Digital agency services earlier in the year. We are so glad we did. Our website sessions are up, page views are up, and bounce rate is down. Now we can easily see how many form fills we have had at any given time through their real-time reporting.
    - Kristin Schafer

    Their Local Business Websites Rock

    ★★★★★
    Rocks Digital knows how to build local business websites that convert prospects to customers. Not only do I recommend them to work on my reputation management client’s websites, but they work on the Reputation Sensei brand, too.
    - Chris Snellgrove

    They Customize Their Solutions

    ★★★★★
    Rocks Digital customizes to meet their client’s needs. We needed our existing website optimized for search. We are now placing for more industry keywords and continue to improve. They consult with our in-house team on content optimization, manage our GMB listing & more.
    - Greta Valenti

    Highly Recommend

    ★★★★★
    Rocks Digital manages not only the Association of Directory Publishers website, but our Trusted Local Directory. From helping us get our event information on the website to producing guides, blogs and new content, they have what it takes.
    - Cindi Aldrich
    Name
    Email
    Review Title
    Rating
    Review Content

    LATEST BLOG POSTS

    LOCAL VISIBILITY REPORT

    Is your Google My Business listing helping or hurting you? Is bad data causing consumers and search engines to lose trust in your business? This is information you simply must know.

    To get these answers right now, just enter your business name below to run our FREE
    visibility report.


    Need a facelift
    for your website? More search traffic? Need to blog, but don’t have time?

    Our Digital Services Could Be For You
    Get a Free Local Visibility Report Now