A few key things to keep in mind with the new changes of Facebook’s algorithm:
1. Go live
If live video isn’t currently part of your strategy for maximizing reach on Facebook, it needs to be.
2. Strategize for engagement
If you’re a publisher and you’re looking at Facebook as just another channel for canned content, and don’t strategically plan for engagement, you likely won’t maximize the organic reach of the video and could see a decrease in viewers compared to previously.
3. Be aware of and avoid click bait
Content producers want to avoid engagement bait. It’s likely to work against you and won’t deliver results long term. Removing this type of content from News Feed and highlighting more dynamic content is at the heart of Facebook’s new algorithm changes.
4. Strive to create organic conversations
Engagement and interactivity will be critical to drive real conversations and therefore organic reach for publishers. How you adjust to these changes will define your success.
5. Consider boosting your posts
Focus on boosting your content organically first delivering better placement via the algorithm. Plus if you can spend on media, here are some tips:
– Boost the scheduled post.
– Try to make the scheduled post part of the engagement campaign, e.g. collect questions for Q&As – this will help the overall reach of the scheduled post.
– If boosting live, then be sure that the stream has sufficient time remaining, otherwise it’s pointless (or at the least you get a lot less return).
– If boosting after the event, consider using custom and lookalike audiences for better re-targeting/personalization of the outreach.
Telescope’s Live Studio platform has been built built specifically to help publishers and content producers create that two-way conversation with their audience and ultimately drive more viewers. If you want to see some examples of our work, click here.
Written by: Michael Porter, Senior Vice President, Business Development at Telescope.