Enhance your Facebook Content Getting Seen by Using Amplification
One striking thing in this announcement to me, is the note that they expect time on Facebook and engagement to decline with this change. This will be interesting to follow because it’s already been decreasing for the last few years for engagement in consumer branded content. While this announcement is new, the favoring of content from people is not new. Brand marketers have seen the impact of this since 2013. Back then engagement in a branded post was 30 per 10,000 fans. In 2016 it was down to 6 per 10,000 fans.
So, while this change is not really new, it is important as it is going to make it even more challenging for your branded content to be discovered and interacted with. Because of this, you can bet your last bottom dollar that this is going to negatively impact the employer brand. If Facebook will be weighting posts by your friends and family higher than from businesses, it’s clear to see our employer brand content will get lost. But fear not, friends. There are two ways around this.
Ads are ads are ads. Sponsored posts are not going anywhere. What will likely change is the cost. Expect costs of sponsored posts and other Facebook ad inventory to rise, and rise quickly. The audience eyeball is at a premium. If people are spending less time on the platform, there will be smaller ad inventory, therefore driving up the cost of the ad placement. So, yes, ads will remain, and they will provide an avenue to have your employer brand content appear in the feed. But there is another way. A much more successful way. And that way is…
If Facebook is favoring content from friends and family, the trick will be to get your employees to share information about your brand for you. It can be easy. You can encourage your employees to tell their friends about your company (very authentic and organic). Share what they did that day that made a difference. That what they’re working on is exciting. Explain how they are helping the company. Describe how the company’s mission aligns with their mission.
You can also simply send your employees an email with the content you want them to share (less authentic and organic). You can produce content and then email them to copy and paste it into their feed. This content will then be seen because it is coming from people.
I’ve said it about 1,000 times, people believe people before they believe brands. For me, this will be the best way to get your employer brand content into the Facebook feed as they change the way the feed works. And let me tell you, it does work. We do this here at SmashFly and it is our #1 source of leads and applicants. Your best marketing channel is already working for you. They’re on the payroll. It’s time to activate them. They are your way past the Facebook feed gatekeeper. Your employees are your way forward.
Please reach out to Tracey Parsons at firstname.lastname@example.org for additional information and Recruitment Marketing insights.
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