What exactly Facebook new algorithms mean for musicians?

In recent times Facebook has announced some changes the company is about to make in the nearest future which every musician should take into account.

One of the changes has become an update to News Feed, where there will be less opportunity to be noticeable with promo messages such as “My new tune is out now via iTunes, for buying click the link below”. If you’re not already having a natural conversation with your fans, this might cause some problems for communication with your audience.

The next changed which is going to happen is a nearly demise of Click-Baiting Headlines. “Click-baiting” is when a publisher posts a link with a headline that encourages people to click to see more, without telling them what exactly they are about to read and see. However, according to recent research 80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through.

The third changes worth to be mentioned is importance of video content. Compared to 2013, video on Facebook in 2014 has become an integral part of the experience, with preferential treatment and auto-play capability being given to native video on the platform. All these led to signifiant growth in video since May 2014 on the social net. Indeed, just have a look on statistic that Facebook videos receive 70 percent more engagement on Facebook than embeds of videos from YouTube on Facebook, which means Facebook is about to become a huge video content platform in 2015.

But what all these mean for musicians then and what you should do?

  • Replacing the traditional “go buy our album” text posts with smarter creative video posts.
    For example it might be your personal appeal to your fans with information about new EP, your tour dates etc. Just replace the retail post with the retail video. At the same time your message will have a personal character which is so important nowadays and will follow the latest trend – Facebook as a video content platform.
  • Provide your fans with crystal clear and short headings in your posts. Let them know in advance what they are about to read or see, otherwise your posts are likely to be scrolled down.

All these rules are very simple and easy to follow 🙂

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Author: Elena Tsarkova

MSc Digital Marketing at The University of Southampton. Fascinated by influence of digital media on human beings.

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