Facebook has recently announced a major shift to their newsfeed algorithm; a shift that means brands will suffer. The move aims to allow users to see more content from family and friends over branded content.
Boasting over 2 billion monthly users, CEO Mark Zuckerberg said: “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.
He continues: “recently we’ve gotten feedback from our community that public content - posts from businesses, brands and media - is crowding out the personal moments that lead us to connect more with each other.”
So what does this mean for business pages? It’s time for marketers to figure out a way to get people to invest into content without offering competition prizes or creating a sense of urgency in posts.
Organic content has been struggling for a while now and brands can expect to see an even bigger drop in organic reach with non-promoted posts being shifted out of the newsfeed. Page reach, referral traffic and video watch times are all set to decrease.
Facebook will favour content that is “meaningful” and encourages comments and shares rather than just likes. It’s no longer enough just to ignite comments and likes through click-bait content or asking for likes or tags in the form of competitions.
Advertising costs will also increase as businesses continue to fight to be seen in the newsfeed. Ad sets need to be performing the best they can, there’s no room for bad imagery, copy or unrelated targeting – this will only burn a hole in your pocket.
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