Facebook reduces fan page visibility again, what should marketers do?
Image source: Facebook newsroom
Facebook has been “upgrading” its algorithms recently, leaving social editors and marketers exhausted. On January 11 (Taiwan time is the 12th), Facebook official press release and Zuckerberg Facebook page issued a new statement, announcing that it would be in News Increase the weight of family and friend posts on the feed and reduce the proportion of fan pages (Page).
The sentence in the press release that gave the editors the most headache was probably “As we make these updates, Pages may see their reach, video watch time and referral traffic decrease.” This will definitely make many community managers and marketers shout “I don’t think so!”.
As early as Facebook announced that it would begin blocking all posts that “induced” readers to respond a while ago, on January 8, [Xie Zhangsheng](https://www.facebook.com/beckett5 3) The teacher published an article on his personal Facebook 〈Reasons for not operating FB fan groups in 2018〉, suggesting that companies should place FB ads well when operating fan pages, or spend money to hire internet celebrities and bloggers to help guide traffic, in order to cope with the fact that fan pages are becoming increasingly unavailable.
Previously on the content hacker website and lectures, we have also talked to you about the Facebook and Google advertising policy changes, which has a major impact on community managers and marketers. Although everyone is trying their best to reduce the impact of Facebook and Google on traffic diversion, it cannot be denied that these two companies are not yet at the level of “if you think it doesn’t work, then it won’t work”; everyone still has to rely on F and G to expand the level of contact.
Of course, strengthening Facebook advertising is a response. But for many small and medium-sized enterprises that have tight budgets and fear that they will not be able to outbid large enterprises, it is really a headache.
Not long ago, there was a widely circulated picture of “be better, be faster, be cheaper”, which expresses the aspirations of countless professional workers, especially those in the marketing and designer industries:
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In addition to meeting in dreams, if you really make up your mind (really want to communicate with customers, rather than just selling their products), plus perseverance and perseverance, you may try to use content marketing to communicate with your customers or potential customers in the long term.
Through content marketing and providing good content, the fan page can still operate. But if you can only choose to post promotional information and product promotion articles every day, and the weight of the posts is reduced, I am afraid it will be very difficult to operate. Even if you spend a lot of money to use Facebook ads to divert traffic, I am afraid that if most people jump away after seeing these messages that they feel are not directly relevant to them, they will have to bid higher next time to get the ads to be exposed. This will become a vicious circle and continue to increase costs.
How do you want to communicate with potential customers?
In fact, most of the problems come from the fact that when running Facebook fan pages, many people want to give out “one-way information delivery” for convenience, without expecting whether potential customers will be interested in this information?
The fact is that product prices are difficult to change over and over again (this is used to describe discounting a hundred times), and consumers themselves will go online to compare prices. The functions of the product cannot be repeated again and again. Using exaggerated adjectives to explain will only make consumers doubt whether it is true or false. So it’s hard to keep bombarding consumers with these messages.
The most heartfelt suggestion is to establish your content marketing strategy in a down-to-earth manner, step by step, and share and communicate your unique experiences and insights with customers, just like you would share with family and friends.
These days, most people reject advertising articles and supporting articles (the same goes for videos). Take advantage of this great change to adjust your strategy and put more focus on content marketing. Not only to cope with the changes of Facebook and Google, but also to sincerely communicate with potential customers, understand your starting point, and return to the basics of doing business - “Honesty comes first.”
★Content Hacking Course: Content Marketing Practical Practice Class (1/24)[Registration now]
Further reading
- When writing social posts, don’t forget emotional connection and brand integration
- Want to write great social posts? Develop a social media content strategy first
- To write great social posts, master five key elements
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