Marketing and the Facebook Algorithm
It’s pretty common knowledge that trends in social media are constantly changing, but how much do you know about the algorithms that determine what’s seen and who sees it? Let’s use Facebook as an example. While it would certainly make the lives of social media coordinators much easier, there’s no one set algorithm that Facebook uses. There are common denominators and things that affect algorithms as a whole– like elections–, but every single user has their own unique algorithm that’s generated by what they commonly interact with and who is paying to put their content in front of them. The average reach for an organic post hovers around 5% and drops more with each passing month. As with most things in business and marketing, paid ads are king.
How Algorithms Affect Marketing
Every time you log in to Facebook and check out your feed, your algorithm is updated based on what posts you’re interacting with, who you’ve chosen to “see first” on your feed, your settings, and several other factors. Up until recently, there was also a lot of information being taken from Facebook partners that helped both ad and organic algorithms hone in on their audience on a very granular level. On top of keeping up to date with normal algorithm changes, Facebook users and managers are now coming face-to-face with Apple’s new security policy, allowing users to opt-out of data sharing that companies use to target their ads.
Facebook Algorithm Tracking
If you’re an iPhone owner, you’ve likely already seen the popup message on many of your apps that allows you to opt-out of a lot of the information sharing that had been occurring. While this limits ad targeting in some industries, it’s not completely stripping away the carefully crafted audiences many rely on to bring in leads. However, without the behind-the-scenes know-how of targeting and how to adjust to similar targets that are still available, you’re likely to see a large decrease in leads. This skillset is just one of the many reasons it’s so important to have a trained social media specialist on your team.
Defeating the Facebook Algorithm
For a novice, mastering algorithms is an overwhelming task, and without the proper training and know-how, it’s a real guessing game. It’s also time-consuming to monitor the latest news and updates and tweak your posting schedule and ads accordingly. That’s where we step in! The AD Leaf has a full team of highly trained and skilled social media coordinators that are always up to date on all things social media. Put your time and energy toward your business and let us handle the rest!