What Facebook’s 2021 Algorithm Changes Mean for Your Dental Marketing

Another Facebook Algorithm Change: What the New 2021 Update Means for You

What to expect from the latest change from Facebook

Facebook has changed its algorithm…again. Whether you’re just learning what a social media algorithm is, or you’re concerned with what this update means for your practice’s marketing efforts, here is the 101 on the 2021 algorithm update:

So, what is this pesky Facebook algorithm?

The Facebook algorithm decides which posts people see every time they check their Facebook feed, and in what order those posts show up. Instead of presenting every available Facebook post in chronological order, the Facebook algorithm evaluates every post, scores it, and then arranges it in descending order of interest for each individual Facebook user. The Facebook algorithm isn’t static, Facebook engineers are constantly tinkering with it to improve the user experience.

How the Facebook algorithm works in 2021

 Facebook released new details as to how its algorithm works in 2021, you can find those details here.

The 2021 Facebook algorithm can be broken down into four parts:

  1. Relationship: Is the post from a person, business, news source or public figure that the user often engages with? (i.e. messages, tags, engages with, follows, etc.)
  2. Content Type: What type of media is in the post, and which type of media does the user interact with most? (i.e. video, photo, link, etc.)
  3. Popularity: How are people who have already seen the post reacting to it? (Especially your friends). Are they sharing it, commenting on it, ignoring it, smashing that angry face?
  4. Time Posted: How new is the post? Newer posts are placed higher.

 

Make the Facebook algorithm work for your practice

Go Live on Facebook

Last year, Facebook Live jumped by 50% – wow! Because Live video receives 6x more engagement than regular videos, the algorithm really, REALLY likes it. Here are our tips for Facebook Live.

Make videos that your patients want to watch

Watch time and completion rate are key ranking signals because they tell Facebook that the users are enjoying your video enough to watch the whole thing. The longer you keep users interested, the higher your video post will be scored by the algorithm. Some video ideas for your practice:

  • Oral Health Best Practices (Brushing and Flossing 101)
  • Patient Testimonials
  • Office Tour (who doesn’t love a sneak peek?)
  • New Procedure Review (Hello teeth whitening and facial cosmetics!)

 Expand reach with your biggest fans, your dental team

Your employees have more credibility and authority with the Facebook algorithm than your practice’s Facebook Page. Especially with their own follows and friends. Encourage your employees to share your Page’s posts.

Pro Tip: Have your team post about your practice and tag your Page! Employee-generated content is great for engagement and authority with Facebook. TikTok is also a great avenue for your dental team to have fun with patients and showcase why they should choose your practice. Explore our TikTok tips and tricks here.

Skip the algorithm all together, use Facebook Stories

The great thing about Facebook stories…they aren’t part of the Facebook Newsfeed! Facebook Stories float above it (literally and figuratively), and they aren’t ruled by the algorithm. According to Facebook, they’re also highly effective at driving increased traffic. In fact, more than 58% of Facebook users say that they have visited a business’ website for more information after watching a Story. Read our best practices for Facebook and Instagram stories here and start attracting and converting more new patients today.

 

With 2.8 billion monthly users, Facebook is key to the success of your practice’s social media marketing strategy.  Adapt quickly to these new algorithm updates to ensure you maximize your exposure and reach during 2021.  To learn more about how Social Media strategies can be implemented to grow your practice, click here or call us at 800-840-5383.

 

 

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