On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from “friends, family and groups.”
This obviously means that it’s getting harder and harder for artists to get their content out there.
As the changes roll out over the next few months, artists will most likely see a significant decrease in organic reach.
So knowing this…
How Do You Continue To Reach Your Fans On Facebook Without Paying For It?
While nobody knows exactly what the impact of the news feed changes will be, there are certainly ways for artists on Facebook to work with the new algorithm and continue reaching their fans through “meaningful interactions’.
Continue Posting Engaging, Quality Content That Prompts Comments
According to Zuckerberg, “meaningful interaction” means comments, comments, and more comments.
He states that pages that will continue posting content that nobody is commenting, sharing or liking will see the biggest decrease in organic reach.
This means that the quality of your content has become even more important than it already was.
Your content should be focussed on creating conversations between users.
Try to include questions in your post, post about current and relevant subjects that most fans will probably have an opinion on.
The reason why you should do this is that your fans will be more likely to see your posts when their friends, family or colleagues are commenting on it.
Having this said…
It’s really tempting to go into ‘sales mode’ right now and create the best engagement-bait tagline ever.
Sentences like: “Comment on this post if you want to win a T-Shirt” or something similar will be stopped by the algorithm.
Don’t be that artist, it’s spammy and your fans don’t like it.
Offer them quality and valuable content.
Encourage Fans To Follow Your Facebook Page
One thing that hasn’t changed about the Facebook news feed is the ability for fans to make sure they always see posts from your side by choosing “See First” in their news feed preferences.
This means that you shouldn’t be shy about asking your fans to follow your page on Facebook. You could even remind loyal fans about the “See First” option.
Increase Your Ad Budget
Organic reach has been declining across social media for years, that isn’t a secret.
That means that you probably (hopefully) already have some experience with Facebook ads.
Now that Facebook is re-prioritizing content from artists, your ad skills have become more important than ever.
You should know by now how to target the right audience to ensure your advertising budget goes further
If you need help with this, I can send you to some of my earlier articles about online marketing:
- How To Market Your Music
- Why You Should Communicate Differently On Every Platform
- Four Types Of Content That Every Artist Should Create
Do. More. Live.
Videos are the best way to hack the algorithm but live videos are even more important.
Live videos often lead to discussion among viewers on Facebook which makes this a great form of content to get your biggest reach for free.
In fact, live videos on average get six times as many interactions as regular videos.
This means that if you haven’t already invested time and energy into posting live videos on Facebook, you should start doing that right about now.
Create Your Own Facebook Group
Creating your own group, connected with your Facebook page will drive all your die-hard fans to one spot.
One spot to communicate with all of them.
It has to feel special to become a part of it. The fan will be part of a group.
It works even better if you give the group an attracting name like the “Beliebers” or “Little Monsters” and create extra value like giveaways to the people who are part of the group.
Because Facebook Groups already operate on the basis of audience engagement, this marketing tactic will likely serve you well under the new algorithm.
These tips are useful for publishing content on all social media platforms, not just Facebook.
As always, there’s no reason to fear algorithm changes if you are already dedicated to providing your fans with valuable, quality content.
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This guide is helpful to you when:
- You don’t know where to start
- You want tips and tricks to finish your tracks
- You don’t know how to get your music signed
- You want to know more about music marketing
- You want to know more about the music industry