This is not a good time to lack in creativity when it comes to your brand’s Facebook content. Last month, the social network announced that brand content would take a major visibility hit if it is blatantly promotional.
If that seems like slightly ambiguous news, let’s clarify what exactly that means. Facebook is penalizing brand posts that:
This doesn’t mean brands cannot share ad-style content with their fans; it simply means that if they do, money is the only way to guarantee that content will be seen.
What does this mean? Well, it means a lot of brand managers are going to be angry that they spent years (and probably a ton of cash) beefing up a page’s fan count, only to be cut off from most of the audience they amassed.
But before digital marketers all over the world flip a lid, here are some ways to mitigate the fallout.
Expect organic distribution to decrease
Prepare yourself, your CMO, and/or the clients you represent for this change.
Consider making a quick one-sheet with links to a few articles and a couple of bullets addressing a new content strategy or proposing an increase in advertising budget on Facebook.