5 tips for a winning Facebook strategy in 2018


It’s no secret that there have been some major developments to the way Facebook decides which content appears on the newsfeed of its users. Since Facebook founder Mark Zuckerberg's announcement in January, marketers have been trying to get to the bottom of what these changes mean for companies.

We’ve put together five steps you should take to ensure your content is optimised for Facebook.

1. Focus on creating content that generates engagement

Facebook rewards content that has a lot of engagement - such as shares, comments and reactions - by placing this on more newsfeeds. But make sure it’s generated organically, which leads us to our next point…

2. Stop using engagement-bait phrases

Engagement is great but asking your audience to do it is not. Content containing calls to action phrases such as “click here to find out more” and “comment your opinion below” will be punished and appear on much fewer newsfeeds.

3. Produce video content

Over 100 million hours of videos are watched on Facebook every day, which is now favoured by the new algorithm. Therefore, if you’re not making the most of video content, now is a more important time than ever to start.

4. Go live!

Even more ideal that pre-made videos are live videos. More people are producing Facebook Live content than ever and reaping the benefits of engaging with their audience in the most personal way.

5. Increase your ad budget

We’ve been saying for a while that Facebook is not a free marketing tool, well that statement has never been truer. With Facebook now giving priority to updates from friends and family, brands are competing with one another for the limited space that’s left over. So, once you have followed the first four steps with your content, make sure you give it a boost in Facebook Ads.

In 2018, the quality of content trumps quantity of content. Stop thinking about how many posts you’re going to do in a week and start coming up with entertaining, informative or fun content that will spark a reaction with your audience.

Kirstie Osborne