After a quick glance, it looks like a typical video of theirs gets fewer than 10,000 views. You can actually get engagement without engagement bait.
Our two pages are just a couple of the dozens and dozens of examples. Granted, maybe this change hasn’t been put in place yet. This is consistent with Facebook’s emphasis on authenticity.
Passive scrolling and low-quality engagement are now bad. That post has received more reach, shares, engagement, and link clicks than any of my posts in recent memory. Create good content — in whatever format is best — that they’ll want to consume. This goes back to “just create high quality content, stupid.” But Facebook’s focus on thoughtful replies and away from passive engagement could be what does ultimately kill some brands on Facebook.
Posts that get long, thoughtful replies will get priority in your feed. Admittedly, I’m not as active on my page as I once was. I basically post when I have something to say, and it’s typically about once per week. That they’ll find helpful, educational, or entertaining. But sit down and create a list of ways that you can help, educate, or entertain your target audience. In case you forgot, engagement bait was the focus of another news feed update in late 2017.
[EDIT: Adding this 11 hours after publishing as I had originally planned to include it.]Late last year, I started experimenting with Messenger bots.
I’ve long resisted them, and I wouldn’t say I’ve fully embraced them.
Whether it’s bots or Messenger via support staff only, you should not ignore this method of communication.Ultimately, these three scenarios impact the number of ads in Facebook’s inventory.The more ads Facebook needs to distribute, the more competition an advertiser has to get their own ads shown.Otherwise, how this impacts advertising will depend upon how and if the market adjusts to these changes.Maybe many brands will suffer organically, and they’ll be forced to advertise to reach their audience. Or, maybe brands will suffer so greatly, that the fallout would be an exodus from Facebook ads.
Marketers were sharing the “horrible news” of how brands will disappear in the news feed, all while resulting in ridiculous engagement numbers. But we’ve heard before that pages would receive lower priority in the feed. Your goal is to not only get lots of comments, likes, and shares, but for that engagement to be meaningful.