Facebook updates its algorithms more often than marketers might like. The most recent update once again decreases Pages’ organic newsfeed rankings and favors individuals’ rankings.
Mark Zuckerberg, Facebook CEO, says the goal of the pivot is to move users from the solitary and passive experience of consuming newsfeed toward more connections and interactions. Zuckerberg also noted that Page content also should encourage meaningful interactions between people.
MedTouch has anticipated this update for some time. We encourage healthcare marketers to thoughtfully consider wording, images, and calls-to-action they use in Facebook posts. Effective posts, like all digital content, should encourage engagement and drive toward a specific goal, such as brand awareness or conversion.
As organic Page reach continues to decrease (and as pay-to-play continues to increase), healthcare marketers will need to consider strategies beyond publish-boost-measure to ensure Facebook audiences will see and engage with relevant content. Strategize with us today.