Facebook’s Latest Algorithm Change Isn’t The End Of The World For Publishers

Facebook Ads Aren't Dead

Facebook recently announced some changes to their algorithm that have publishers across the web screaming bloody murder. Essentially, these changes are going to specifically promote content that was posted by the friends and family of users, rather than showing things from brand pages and other sources that people have ‘liked’ or ‘followed’ in the past.

Now as someone who spends a considerable amount of money on Facebook ads (to grow the number of followers on our page, Boosts are for chumps), I was naturally concerned about this as well. But here’s the thing – If you produce good content, people will share it. And when people share it, it creates a viral effect that can’t be stopped.

Some of my marketing friends disagreed. Until I showed them a MASSIVE spike of traffic that we got from Facebook, to the tune of about 225K visitors over the course of two days.

FB-Traffic_1

You can click the image above to see a more detailed view of our Analytics from those days, but as you can see, the traffic went from 771 the day before to 150K the following day. All thanks to a post on Facebook that got shared over and over again. Eventually, some people with massive followings started sharing it, and that took things to a whole other level!

And for those who still don’t believe me, look at the following screen shot:

FB-Traffic-2

As you can see, Facebook (mobile) drove most of that traffic. (The fact that so many people browse on mobile these days is a story for another day, but needless to say, it’s important that your site is mobile friendly or responsive.)

So the point I’m trying to make is that Facebook is far from dead for brands and marketers, it just requires rethinking your strategy. Simply sharing every post you make isn’t going to get you anywhere. But create compelling posts that people will want to like, share and comment on will ensure that they get seen by as many people as possible on Facebook.

Food for thought.


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