Recently, Mark Zuckerberg announced a few fundamental shifts to Facebook, as we know it. I am pretty sure most people just read the headlines, because the level of panic around change, and how it pertains to social media, was next level. However, to explain it as simply as possible, we have broken it down below.
Facebook is trying to pivot away from the time sucking black hole we fall into reading long articles and often (fake) news, but making changes that will encourage more meaningful social interactions. Makes sense, I mean… the whole point of the platform was to connect and stay connected with people (actual people) in your life.
What this means is that the posts from news outlets and brands will likely be replaced by more updates from friends and groups. This DOES NOT mean that branded content or advertising will go away, they will just a) take a backseat to your friends wedding posts, and b) perhaps cause clients to rethink or increase advertising budgets.
It has been speculated that Facebook will push “all publisher page posts out of the news feed into a separate Explore tab”.
“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”
How can we prepare for these changes as they roll out and affect your brands’ reach?
- Set up the game!
The limited space in a Facebook News Feed will now be offered to businesses with content that sparks meaningful engagement. Remember, the whole point of this change is to create more meaningful connections, and I’ve always stressed the importance of creating two-way conversation between consumer and brand and develop content that matters.
Keep your eye on changes, and consider amplifying your meaningful, well-developed and strategic content with advertising to reach larger audiences. Considering the number one way Facebook makes money is through ad revenue, with $10.3 billion in ad revenue last quarter, I can confidently hypothesize this won’t be going anywhere. In fact, will be a continued area for more opportunity for the creative business owner to leverage.
Don’t just be on social media because it’s where your competitors live and your customers are. Be there thoughtfully, with direction, a plan, and a roadmap towards what success looks like for your unique brand.