2018 is certainly proving to be an interesting year for Facebook! The platform is evolving and, with it, we must adapt if we want to continue to build our communities, and our businesses, on Facebook.

To help you do just that, here are 5 things you need to know about marketing on Facebook in 2018:

1. Video is still hot BUT simply showing up isn’t enough

The rise of video transformed Facebook.  It changed the game for businesses and Facebook Pages and continues to be a powerful tool for marketers, helping them to get their messages out into the world.

However, there is now such a huge quantity of video being shared on a daily basis that posting a video is no longer a sure-fire way to stand out and reach your audience.

It’s time to think creatively and consider how you can put your own unique stamp on your video content!

2. Organic reach is not dead

Despite major algorithm changes and claims to the contrary, organic reach is not dead on Facebook.

In fact, I’ve seen many Facebook Pages make huge gains in organic reach over the past few months so I can assure you, with complete confidence, that it is still possible to reach people on Facebook without spending money on advertising.

3. Having a strategy on Facebook is essential

Organic reach is attainable, as is meaningful engagement on your Facebook Page, but winging it isn’t going to cut it if you want to see results.

Random action = random results

The best way to achieve your goals on Facebook, and make efficient use of your time and energy in the process, is to have a strategy.

That doesn’t mean you need to spend months creating a traditional marketing plan that will only be filed away and forgotten about soon after.  Your strategy can come in whatever form works best for you but, what is important, is that you know what you’re trying to achieve and how you plan to do it.

4. It’s time to get familiar with Facebook Insights

Insights are one of THE most powerful tools you have at your fingertips.

The key to a successful social media strategy is in knowing what’s working, what’s not and how to use that information to take action.  In basic terms, you need to be doing more of what works, and less of what doesn’t.

Facebook Insights will tell you exactly.  If you’re ignoring the data in Insights then you are doing your business a real disservice.  Spend some time getting to grips with using Insights or ask someone for help so that you can start making the most of it.

5. Move over content, community is King now

Content remains important but simply sharing great content alone is no longer enough.  It’s about how you use that content to create connections and build community.

We are (finally) seeing the social being put back into social media.

Facebook was never meant as a broadcasting channel; it was created to bring people together and, for businesses that is so much more powerful than simply being able to broadcast a message!

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For more advice and inspiration on Facebook marketing strategies, check out these blog posts: