Nails in the Coffin of Facebook Organic Reach

In recent months, Facebook has enacted a change in its algorithm that limits the organic reach of content on brand pages. They have also publicly stated that the best way to maximize reach moving forward will be through the use of their various paid offerings.

This change is causing brands to reconsider the role of Facebook in marketing efforts and to consider how to best allocate content resources against the channel. And this is good. In today’s ever-evolving digital space, developing a channel agnostic approach will put the focus back on content and on developing engagement opportunities, instead of just reliance on mass reach outlets. Social is about building community not just another way to advertise. Facebook remains an effective means to engage with consumers in meaningful ways that lead to brand affinity.

So, what actions should you take? 

1.     Ensure you have your brand’s voice and tone clearly defined, enabling you to remain authentic in your engagement no matter which channel you are using

2.     Develop a digital content strategy that is channel agnostic

3.     Define a social outreach strategy that is based on the channel usage patterns of your target audience

4.     Allocate a digital paid media budget that allows highly engaging content to be seen by large audiences via a mix of “always on” and campaign-based support

5.     Make sure that your Facebook content calendars include bigger/exciting activations pulsed throughout the year

6.     Adjust your measurement approach to consider more than just impressions, working to track more social-specific metrics like attitudes and actions

The changes in the Facebook algorithm were made primarily to keep users’ newsfeeds engaging and relevant, limiting the growing volume of content that has become commonplace. Facebook is also clearly looking to monetize the platform.

For brands, this change also means that they have a powerful ad platform at their disposal. The unmatched size of the Facebook community and its ability to target users with immediate shopper opportunities makes it a channel that should not to be ignored. Targeted paid media will be a necessary addition to any effective Facebook program moving forward. This is the only way to ensure the scale needed to create brand impact.

Overall, brands need to more closely consider the role and impact of content. Understanding consumer insights and behavior will be more important than ever when developing content that is breakthrough and sharable. Consumer preference continues to evolve towards authenticity and relevance in the content they consumer, eschewing the more promotional focus that had been previously accepted.

Recommendations

As Facebook has pointed out, consumers are being bombarded with increasing levels of content. Standing out requires even more commitment to understanding what your brand stands for and how you want to communicate. Distilling audience insights is also more critical than ever. Developing a unique digital voice that is reflective of the brand’s history and offerings, while complimenting audiences needs, will enable consumers to build a deeper connection and to distinguish the brand’s offering regardless of which channel is being used.

Content development is taking on even more significance in today’s digital space. Everything needs to work harder. A clearly articulated point of view that can be deployed via unique content with subtle variations across channels will provide brands the biggest opportunities. Zeno Group recommends that brands consider a content strategy that enables significant organic reach on its own, as defined by increased likes, shares and comments. This will be enabled by…  

• Content that encourages consumer participation and provides co-creation opportunities

• Media, influencer and other content-creation partnerships that expand audience reach while giving brand content more leverage

• Understanding the various content development triggers, from real-time moments to evergreen opportunities, and being prepared to create content appropriately

Facebook is an established consumer engagement vehicle, and this doesn’t seem to be changing any time soon. Its role in helping to support the development of brand affinity and serving as a customer service platform make it a valuable addition to a brand’s digital arsenal. We do not recommend turning away from Facebook, although we encourage the development of a broad social outreach strategy that recognizes the diverse interests consumers have with multiple channels. Today’s consumer is rarely engaged with only one social channel. The most effective strategies work hard to create multiple touch-points in varied ways, across varied channels, with diversified content that feels relevant and targeted. Leveraging social listening and insights will help guide this approach and inform the best use of paid social support. It's time to help your brand develop a channel planning roadmap that is based on the most effective places to engage your audience. New channels will continue to fight for consumer attention. A clear strategy for channel selection and engagement will ensure your brand is best positioned to leverage digital opportunities.  

An “always on” approach to content distribution, in a less resource intensive manner, should also be considered to feed the brand’s most engaged fans. By leveraging audience insights and preferences, developed content will have the best opportunity to be perceived as authentic and therefore be more sharable. This approach should be punctuated with larger experiences that bring necessary added focus to the brand. Keep in mind that paid media investments will be necessary to boost the reach and impact of the most powerful content, especially content that is trending organically. Among the paid media opportunities to consider are content recommendation platforms that help syndicate to other relevant sites. Zeno Group is up to speed on the latest offerings and will work with you to select the best approaches for your brand.

Although identifying the best way to measure reach and organic impressions is a challenge all social networks face, Facebook is leading the way in analytics sophistication. All of the leading social channels are working to better define their value in the marketing mix. Measuring consumer responses (perhaps via pre/post campaign research), in addition to impressions and reach will provide a deeper understanding of the value of digital strategies and demonstrate the ROI of content syndication and amplification.