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Facebook announces changes to its news feed for brands

26 Feb 2018

Social media plays a primary role for the international education sector in engaging and interacting with international students. In most markets, Facebook continues to dominate this interaction.

When Facebook CEO Mark Zuckerberg recently announced major changes to deliver more meaningful social interactions between its users, this raised questions for brands and publishers about their engagement with Facebook users.

In practice, Facebook users will begin to see more content from friends and family in their news feed and less from pages such as brands and publishers. These changes will mostly impact organic posts, while paid advertising should be largely unaffected.

In light of the changes, Tourism Australia’s Global Manager of Social Media, Nick Henderson recently shared six points for brands and content creators to consider. These guidelines are relevant for those in the international education sector concerned about how the changes will affect their brand’s performance on Facebook.

  1.  Create posts that drive meaningful interaction and promote conversation between Facebook users and their friends. Focus on the quality of your content over trying to post all the time. 
  2.  Do not explicitly ask people to comment on your posts. Facebook has said your post will be deprioritised in news feeds for doing this.
  3.  Consider a paid strategy to boost posts into news feeds. Paid activity is largely unaffected by this change.
  4.  Encourage your audience to post about your brand/page. With Facebook set to prioritise content from friends and family you should focus more of your efforts on encouraging your customers to share their experience on their own social channels.
  5.  Try live video. Facebook has singled out live video on the platform as a format that will drive conversation and, in turn, news feed distribution.
  6.  If, once the changes have been made, your posts aren’t being seen don’t just continue doing what you’ve always been doing. Test different ways to engage your audience.

For further information or questions about the Study in Australia channels contact the SIA team