Veterinarians should be aware of changes to Facebook’s news feed.
In July, META (parent company of Facebook) announced a major change to Facebook’s news feed: it has been divided into two parts! The Home tab offers items recommended to users based on their activities on the app, while the Feeds tab displays content from people, pages, and groups that the user is following.
The goal is two-fold: first, to make it easier for Facebook users to access the content they love; second, to allow Facebook to better compete with its algorithm-based data rival TikTok.
The user is taken to the next screen only if he or she has previously liked pages. However, what does it mean for veterinarians who relied on Facebook’s news feed to build and keep a following? Here’s everything your animal hospital needs to know about the new tabs.
Facebook’s Home Tab
The Home tab is the first thing users see when they open the app. It has content that users are already following (such as posts from friends and family), but it also recommends other content from the app’s discovery feature.
“This system takes into account thousands of signals to help cut through the clutter and rank content in the order we think you will find most valuable,” Meta said in a press release. “We’re investing in AI to best serve recommended content in this ranked experience.”
The Home tab will contain Reels and Stories, as well as other content. To have your veterinary practice’s marketing content on the home page so that it may reach new consumers, use short-form video material like Reels.
Feeds Tab on Facebook
The Feeds tab displays material from sites, groups, and communities that the user is already familiar with. There’s no content from the app’s discovery feature on the Feeds page, but advertising will appear nevertheless. As a result, purchasing Facebook Ads may assist your veterinary practice’s material in getting onto the Feeds tab and expand its reach there as well.
Regarding Feeds, delighting the audience, you already have should be your main goal. Take a look at the various sections of Feeds: All, Favorites, Friends, Groups, and Pages. To stay top of mind for your pet parent customers, ensure your veterinary practice has material in as many sections as possible—particularly All and Favorites.
You can get your veterinary content to show up in the All and Favorites sections by posting frequently and making sure that what you’re posting is interesting. Try short-form videos, live streams, polls, or statuses. If you maintain a consistent stream of good content, then your veterinary practice’s content will appear regularly in the All section.
About the VET Marketing Agency (VMA)
The VET Marketing Agency (VMA) is a premier provider of digital marketing and social media engagement services to the veterinary animal hospital industry. We offer veterinarians ways to grow their businesses through strategic consultation and a suite of a-la-carte digital marketing services.
VMA services include veterinary custom website design, veterinary search engine optimization, veterinary paid advertising programs, social media marketing, engagement services for animal hospitals, and 24/7 reputation management services for veterinarians.
We are a family-owned business located in New Jersey, and unlike our competitors, we exclusively support the veterinary industry. The VMA is a certified Google Partner and a member of the Veterinary Hospital Managers Association (VHMA), and also a member of the Independent Veterinary Practitioners Association (IVPA).