In late January, Facebook announced some news feed changes that could majorly affect the brands and businesses currently publishing ad content to the platform. In a statement from Facebook, the company shared that it will now prioritize “posts that spark conversations and meaningful interactions between people” and “posts from friends and family over public content.” And yes, that means you’ll see fewer cat food ads.
What’s with the sudden shift?
Many experts say they saw this move coming as it’s part of a larger, ongoing effort to improve the platform’s user experience. Facebook is driving this forward by focusing on connectivity—bringing people together and allowing them to interact in a meaningful and memorable way. This action plan also serves Facebook’s best interest, cultivating a better environment for engaged, active users.
As the ad “clutter” has increased over the years, the user base has become progressively more passive. Ever wonder why you can mindlessly scroll Facebook without interacting with your news feed content? It’s because it’s become less relevant to you—and therefore less meaningful. Now, you can look forward to seeing more posts from friends, coworkers and even whacky Aunt Sally.
We have a feeling most of Facebook’s two billion users will welcome this algorithm change, but, unsurprisingly, publishers are wondering what this means for them.
The answer? Renewed opportunity.
Sure, plenty of marketers, business page owners and other publishers are shaking in their Chucks, dreading the certain end of their marketing success on Facebook. But we see an opportunity for small and medium businesses here, even if this change brings the need to shift their Facebook strategies.
“I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable,” said Mark Zuckerberg in his January 11 post.
The slow progression towards a more passive user base was a lucrative downhill jaunt for publishers. With every scroll down the page, it brought more desensitized eyeballs to sponsored content—resulting in more impressions despite the increasingly competitive landscape. Now, those using Facebook to authentically reach engaged fans and communities find themselves in an enviable position.
Making the most of your advantage.
The key to reaching your audience in an ever-changing digital landscape is to be more thoughtful with your content creation and distribution strategy. By producing timely, hyper-relevant content, you can build personal relationships with your own user base—becoming a trusted source of information.
When it comes to distribution, it’s always a good idea to diversify. For example, if most of your blog traffic is coming from Facebook, it might be time to bolster your AdWords efforts and take steps to improve your SEO strategy. As best practices continue to evolve, it’s more important than ever to have top talent in your corner.
If the latest Facebook algorithm change has you thinking about your performance in the digital space, it may be time to enlist the help of an agency. At Magnifyre, we can help you create a digital marketing strategy that will stand strong against the changing tides of ad tech and social media trends. Contact us today to get started. We can even do our consultation over coffee.
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