How Aflac overcame changes in Facebook’s algorithm

Facebook limits the organic reach of brands on its platform, so how can you still engage its massive user base? Aflac’s Chris Ehrhart has these tips.

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Facebook’s new algorithm is a major headache for communicators trying to reach big audiences on its platform.

The organic reach that brand managers once enjoyed has evaporated as the platform has tried to monetize its tools. If you want to make waves, you have to spend to boost a post. On top of that, Facebook is now prioritizing posts from friends and family over news updates from brand managers and publishers. 

This dramatic change was felt acutely by Aflac’s content team as it tried to build awareness of its Aflac Childhood Cancer Campaign. The team had to adapt to the new reality of Facebook’s algorithm; its ensuing campaign was the winner of PR Daily’s 2019 Digital Marketing and Social Media Awards in the Facebook category.

One of the campaign’s architects, corporate communications consultant Chris Ehrhart, spoke with PR Daily about how brand managers can overcome Facebook’s new priorities.

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