The end of the Facebook News Feed is here. In the beginning of the year Mark Zuckerberg shared his goal for 2018:
“This will be a serious year of self-improvement and I’m looking forward to learning from working to fix our issues together”, he shared in his resolution.
They didn’t wait long, after a few days they announced a shift and dramatic change in the News Feed. The change is about what we see daily in our newsfeeds. They are changing their algorithms and will prioritize friends and family content rather than businesses, publishers and people who decided cat videos should rule the internet who will take a back seat.
For us (on a personal level) it’s great news! “In surveys of Facebook users, people said they felt the site had shifted too far away from friends and family related content, especially amid a swell of outside posts from brands, publishers, and media companies” The New York Times shared.
In a Facebook post Mark Zuckerberg wrote: “Recently we’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments (from friends & family) that lead us to connect more with each other.
Basically what Facebook is trying to do is to keep its users on the platform. If users leave and start to spend time on other platforms (Snapchat, Instagram, Twitter etc) it means Facebook is losing revenue.
Mark described that the upcoming changes to the Facebook news feed is designed to “change the news feed algorithm to surface relevant content that facilitates meaningful social interactions among your friends and family”.
The changes impact the ranking algorithm used to determine which posts are visible in your news feed, and in what order. Previously, that algorithm ranked content based on user engagement metrics like time-on-site, “likes”, click-through-rates, etc. Going forward, posts originating from friends will receive an algorithmic boost, whereas posts from brands and publishers will be demoted.
The changes will not appear to have an impact directly on Facebook Ads, but will likely have an indirect impact as there will be less organic post reach and this will increase the demand for Facebook Ads, which obviously will raise advertising prices.
One of the reasons I believe this happened is because a lot of brands used Engagement-Bait (comment to win, like & share, tag a friend) tactics that are illegal and are of course spammy. So now everybody is going to pay the price. Don’t marketers ruin everything?
I remember the days when email was new, marketers started spamming people with special offers and their ego boosting emails.
What do we do now? In the next couple of weeks, we will see a dramatic decline in our organic reach posts; at some point we will see zero engagement. What we can do is revise our content strategy and see how we can add more value to our fans.
Think of creative ways to do Facebook live videos. They love fan pages that do live videos and if you do have live videos make sure that people comment and interact on your stream.
Start having conversations (not engagement-bait). Let your fans start conversations on your posts/content. Ask people to choose to see first your fan page. You must have high-quality content for people to want to see your content first once they log on to the platform.
I have been saying this since last year; ask people to subscribe to your mailing list and have them confirm their email. This is the exact reason why I have been saying it; now that Facebook has decided to change its News Feed you have to rush and revise your strategy, create an email list, start advertising and promoting your content.
To win on social media and especially on Facebook with the new changes we all need to level up and invest more time on creating content, brainstorming ideas and adding value to people’s lives. We need to add more creativity and stop the ego boosting content.
If you solve people’s problems you deserve to have a great marketing agency on your side, you deserve to have professionals that will help you grow. If you believe in a better tomorrow, contact us today on 22101935 or email me on an (at) iqd.agency and we can discuss further.