Have you noticed a decline in your Facebook engagement over the years?
Are you concerned about what the future of Facebook looks like for bloggers?
In this episode, I share my thoughts on the future of Facebook and how we, as bloggers can take advantage of where Facebook is going.
Do you remember the Facebook glory days when you could just post something on Facebook and get tons of traffic?
Well, those days are gone, and the algorithm has taken over.
If you think about it, it really does make sense. There are over 2 billion monthly active users on Facebook as of June 27, 2017.
According to the best data I could find, the average person on Facebook has 338 friends (and I’m sure that number is way higher now).
If we were to see everything that our friends (or the pages we like) post on Facebook, we’d be more overwhelmed than we already are.
As a result, Facebook has implemented their fancy algorithm with the hopes of serving you with the content that is most relevant to you.
As a result, we have seen a decline in organic reach.
In 2012, it was reported that only 16.5 of the people who like your page see what you post.
Then there were reports in 2014 that that number was as low as 4.5%, and since then – we’ve seen even lower numbers.
Organic reach is almost negligible and the glory days are gone.
So the big questions are:
YES, it still makes sense to focus on Facebook, but you can’t do it in the same way you did 5 years ago.
Facebook has changed, and we’ll see even more changes in the future. The smart thing for bloggers to do is to position yourself where Facebook is going.
Here’s what you have to realize. Facebook is a business and has a very specific objective – to make more money.
I know they talk a lot about bringing the world together, forming community, etc. But a HUGE part of their decisions center around what makes the most money.
They make money by getting our attention, because that’s something they can sell.
If your actions align with the goal of making them money, they are more likely to promote what you do.
So let’s talk about the future of Facebook.
It has become obvious that Facebook is making a shift towards video. In an interview with BuzzFeed last year, Mark Zuckerburg made the following statement:
“We’re entering this new golden age of video . . . I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.”
A Facebook commissioned study by Kantar Media has shown that people watch video five times longer than static content.
But in addition to that, people watch live videos on Facebook three times as long as non-live video.
Facebook has also recently rolled out Facebook Watch both on mobile and desktop.
This is a new section of Facebook devoted exclusively to video consumption.
In the episode, I share a few areas that Facebook want content creators to focus in order to do well on their platform.
If you want to take advantage of Facebook’s video push, here’s what I would recommend:
Have you ever looked for something on Amazon only to realize that that product follows you over to Facebook in the form of ads?
Facebook has mastered the advertising game and as a result. You can now target people based on what they’ve demonstrated that they care about.
Here’s the beautiful part – this targeting ability will continue to improve. Smart bloggers who use Facebook will get better at targeting and remarketing and use these strategies to grow their blogs.
If you want to take advantage of where this is going, here’s what I recommend:
When email marketing services came on the scene, this revolutionized email marketing.
No longer did marketers have to manually send emails to a bunch of individual email addresses. Automation made our lives MUCH easier.
In the early days of email automation, open and click through rates were ridiculously high.
Well this same transformation is now happening with messaging.
There are platforms like ManyChat that allow you to create bots that function somewhat similar to autoresponders.
However, they also allow for immediate interaction, and this is game-changing.
People who are using messenger bots are currently seeing open rates of over 90%. That’s CRAZY.
If you want to take advantage of where messenger bots are going, here’s what I recommend:
Inside the episode, I also talk about how you can create a comprehensive strategy for taking advantage of where Facebook is going.
Make sure to have a listen.
Which of these Facebook developments are you most excited about? Leave a comment below and let me know.