5 Things You Need To Know About The Recent Facebook Changes
14 March 2018
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With Facebook being used as an important marketing platform for many businesses, it’s no surprise that the recent changes have made social media marketers a little worried.
In January, Mark Zuckerberg announced that he wanted Facebook to revert to its roots as a site for online socialising, meaning users will see fewer posts from publishers, businesses and celebrities, and more from friends and family.
That’s all very well, but what does it mean for marketers? Here we unpack some of the most recent changes and what they could mean for your business.
In his post on 12th January, Mark Zuckerburg said the following:
“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.”
Following this Facebook has decided to phase out organic content from brands and publishers in order to make more space for posts from family and friends. This is to encourage more meaningful social interactions and increase the longevity of the platform.
This is great for users but means that marketers will have to look for other ways to share their content.
Currently, Facebook won’t be updating its ads algorithm, meaning that marketers will continue to be rewarded for creating relevant, targeted content.
The reduction of organic business posts will be good for marketers with a paid advertising strategy as it means users news feeds will be less ‘brand-heavy’, and relevant paid ads will have more visibility.
One of the main reasons that Facebook has decided to update its algorithms is because of the negative press it received regarding fake news and the Russian election interference. This has made Facebook take a long hard look at the type of content being shown on users news feeds, and resulted in the platform reverting to its roots as a social platform.
Because of this, Facebook wants to make their user experience as good as possible, which means less spam and more targeted, relevant content and ads.
Facebook is going to crack down on adverts that use ‘engagement baiting’ techniques that ask users to comment, like or share their content. Instead, high click-through and conversion rates will signal that an ad has ‘user value’ to Facebook and these campaigns will be rewarded.
On the flip side, low-quality ads run the risk of having a higher cost per impressions or not being seen at all.
There are definitely certain types of business that are better suited to Facebook advertising than others. Traditionally B2B marketing is less necessary on Facebook, and the new algorithm update reflects this.
This is because Facebook is traditionally a platform designed for on-site content, and whereas B2B pages are more likely to link out to off-site content, B2C content can be created more easily on-site (in the form of Facebook videos and images).
Is Facebook Right for your Business?
The types of business that should utilise Facebook ads include:
Facebook’s latest changes have had a mixed reaction. However, for marketers with a paid Facebook strategy, the changes could actually be beneficial. With less organic business posts, user’s news feeds will look cleaner, meaning the ads that they do see could have more of an impact.
If you think your business could make the most of the recent Facebook changes by running a paid ad campaign, we want to hear from you! We’re running a very special offer where for £95, Nivo Digital will set up and target people who would be interested in your business. This offer is for new clients only, please get in touch for more details.