Facebook is one of the most popular social media platforms. In early 2018, Facebook announced a change in its algorithm. The algorithm now gives priority to user comfort and meaningful interactions.
This is great news for casual users. But, marketers and advertisers are uncomfortable with it. All those brands which use a video-first approach to Facebook are alarmed by this change. But, this change doesn’t mean the video approach on Facebook has become obsolete. It also doesn’t imply that Facebook has to be cut off from the marketing strategy.
This is not the first time Facebook’s algorithm has changed. The algorithm has been reshaped many times in the past. The only way to cope up with these changes is to have an adaptive mindset and strategies. This is a necessary step to keep up with the ever-changing social media environment. Changes in algorithm simply mean you should expand your resources. Do not depend on only one platform. Given below are some coping strategies for these algorithm changes.
You can still upload your video as part of your marketing strategy on Facebook. However, upload your video on other social media platforms too. For added benefit, your video should be customized according to different social media platforms. For example, you can use simple tweaks like square videos for Instagram, teaser snippets for Twitter, or a vertical alignment for Snapchat.
Before targeting Facebook, you will need to analyse the behaviour of its users. On average, most users on Facebook watch a video for as long as 18.2 seconds. This explains why longer videos aren’t half as successful as shorter and precise ones. Another crucial piece of information is that over 90% Facebook engagements are mere clicks instead of likes, comments or shares. For an effective video strategy, your focus should be on driving more traffic and boosting the number of clicks. Your video can then lead to a landing page, in the end, e.g. a company’s website.
Facebook cares for everyone. Apart from the general announcement of the algorithm change, Facebook also releases specific information for marketers. This information can help you optimize your video strategy. This optimization will make sure that users still interact meaningfully with your videos.
Many brands use paid advertising in their video content. Facebook has made sure that the algorithm changes will not impact sponsored advertising. This is because paid content is already better than organic content on the Facebook platform. In fact, this algorithm change is more useful for improving the quality of organic posts instead of changing the high-quality sponsored content. Therefore, you will need to boost your Facebook customized videos so that they can reach your target audience. This will get your high-value content in front of the right users.
This algorithm change focuses mainly on improving quality. One way to do this is to take down the value of engagement baiting. This includes posts which ask you to like, comment or share. This creates inauthentic engagement of users. Similarly, all such posts which lead to low-quality websites will face demotion. All these changes simply mean one thing. You have to double down on the quality of your videos’ content. So, if you wish to adopt a winning Facebook strategy, your videos should have:
a. Authentic and organic user engagement
b. Beautiful visuals and curated audio
c. Timely and powerful on-brand messaging