Just a few weeks ago, Facebook announced a dramatic change to the news feed that left many businesses, including insurance agencies, wondering how it would affect their marketing strategy.
Why is this algorithm change more important than prior ones?
While we have all seen algorithm changes in the past, this one is going to make it a more substantial priority to booster meaningful interactions between people. That means more person-to-person interactions, and you’ll be seeing more updates from your friends and family. So you’ll see even fewer posts from pages and fewer videos in your news feed over the course of the next few months.
Mark Zuckerberg said this about the planned update:
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
What do we expect to change?
Over the next few months, as this change begins to be rolled out, agents and agencies will see the organic reach on their Facebook page drop. With that note, people will also be viewing less video content in their feeds as they don’t generate a lot of engagement. However, there may still be a chance to push ahead with live video if you have an audience reacting while you are shooting.
What steps can I take?
Below are a few ideas that your agency could experiment with that may help you continue to reach your core audience.
Personal page posts – If you are an independent agent, you may already be posting a few work-related updates to your audience, and this may become beneficial. While you still won’t want to bombard your feed with promotional content, you could consider posting about special deals and events once and awhile. This may be a way to point people to whom you are connected to your business although it may mean using your personal page for business more often.
Be more active in Facebook Groups – As Facebook pushes to have more conversations, you may see a revival of Facebook Groups. They have been more active lately as they are another way to distribute your content and participate in a community.