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How to Adapt Your Strategy for Facebook’s Algorithm Change

Jeff Paulette, partner at Campaignium, offers tips for how small businesses can roll with the punches.

By Tessa Cooper

May 2018

How to Adapt Your Strategy for Facebook’s Algorithm Change

Facebook made waves early this year when it announced an algorithm change that prioritizes content from users’ friends rather than public pages. Jeff Paulette, partner at Campaignium, offers tips for how small businesses can roll with the punches.

Post quality over quantity. 

Rather than posting more often, focus your time on creating top-notch content. Paulette recommends sharing information that is educational, entertaining or emotional. Instructional videos, thankful client testimonials and humorous behind-the-scenes stories are all great go-to topics. “It’s not about preaching anymore,” he says. “It’s about creating useful and inviting content.”

Aim for comments and shares rather than likes.

According to Paulette, the new algorithm favors comments and shares over post likes. Review your brand’s past posts and determine which ones organically inspired the most conversation and shares among users. Post more of that type of content.

Interact with your brand advocates.

Acknowledge your brand’s biggest fans on Facebook. If a user posts a photo of your product, ask if your brand can share the content with credit. “Your advocates are the people who are willing to actually share or comment, which complies with Facebook’s changes,” Paulette says. For new businesses having trouble locating advocates, he recommends looking to friends and family.