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Facebook news feed changes - What now for brands?

Facebook Inc recently put brands and publishers in a tailspin by announcing that it is updating its news feed algorithm. What this latest update means is that its users will see less and less of brand posts and stories from media outlets on their feeds.
Image credit: Kaboompics // Karolina via Pexels.

Some social marketers have called it a “purge” that will kill organic reach on the social network.

In what sounds like mitigation, CEO Mark Zuckerberg revealed that the changes were prompted by users’ outcry over how brands posts have taken over their private space for personal conversations. This is true in a way. Far too many brands were pumping bland broadcast messages into mass-reach media buys on Facebook and spamming millions of news feeds. Something had to be done.

High ad rates are coming


However, not everyone agrees though, especially among the spooked brands, that this update serves pure intentions. Some marketing professionals and publishers strongly believe that there is more to this story than meets the eye.

These sceptics see greed as the cause of the algorithm changes. They claim that Facebook wants to have a monopoly over its 2 billion monthly active users that will allow it to charge brands exorbitant fees for its advertising programmes. The evidence? Facebook’s ad rates have risen by 35 percent in the last quarter alone.

High ad rates are definitely coming. According to Blaise Grimes-Viorrt, The Social Element chief services officer, “businesses already have to invest in ads on Facebook to get their content in front of their audiences. But there will be fewer opportunities to buy ads, so the prices will be higher.”

Nothing is new here. Marketers have always been running paid ad campaigns since time immemorial. What is bothering industry experts is the rise and rise of Facebook's monopoly and the perceived threats it represents.

Move on and adapt


Others think differently. They cite the rise of fake news, the accusations that Facebook contributed to the growth of extreme political polarisation and privacy concerns as the real triggers for the coming news feed update.

No one really knows, for now at least. However, brands and publishers should quickly move on and adapt. They can put their time to better use by rethinking their social media marketing strategies.

Mobbie Nazir, chief strategy officer at the agency We Are Social, said that with these updates, brands now have to pay more attention to the quality of their posts, campaign implementation and optimisation if they are to achieve maximum reach and meaningful engagement.

Here is what brands have to do to win in the post-news feed update framework:
  • Reduce post frequency and only focus on more meaningful content that reinforces key brand messages.
  • Use Facebook advertising for awareness and promotions.
  • Advertising will become the only way to get their messages through to their audience of interest, and those that rely on Facebook as the distribution channel will totally suffer.
  • Stop any engagement baiting in their posts now—the kind of posts that say have got pushy call to actions like “like this picture”.
  • Stop posting any content with a link to their blog or website. Facebook has killed referral traffic.
  • Go back to their community and produce content that facilitates meaningful one-to-many discussions.
  • Produce more live videos (not pre-recorded ones).
  • Look at the areas that are growing. Chatbots and messaging should now be a definite focus, alongside their Facebook brand page.
It is quite clear that brands using Facebook should focus more on providing meaningful interactions that drive business outcomes and not about driving engagement for the sake of engagement.

Reach is now a premium that can only be bought on Facebook via advertising. It’s a new world order. Is your brand ready to embrace the post-news feed climate?

About Joseph Neusu

Joseph Neusu is a digital marketer with extensive experience in digital strategy and execution, including social media. He has a great passion for understanding human behaviour and is an expert in neuroscience marketing. He is helping brands in the travel and hospitality industries in Africa get the best results out of their digital strategies. He offers strategy formulation, campaign execution and consultation. He can be reached on 071 811 7753 or jneusu69@gmail.com.
Comment
JG Bezuidenhout
I don't believe that Reach is something that can only be bought with the newsfeed change. When a business decides to embark on a Facebook journey, They must have a clear strategy in mind. I as a digital marketer is extremely exited about the opportunities the changes bring. For one brands that spam their users with low quality or irrelevant content will no-longer be cluttering up users news feed. Number two with less noise on Facebook I believe that advertisers will get more back for their buck, similar to the success one can achieve when advertising on Instagram. In response to the comment regarding the steep increase in cost. This is simply not true when an advertiser ensures a high quality / relevance score for their creatives / paid ads. I am delighted buy the fact that big / boring organization that does not understand the Facebook eco-system and believe the only solution to "bad advertising" is to throw more money at the problem will be limited. This creates enormous opportunities for smaller brands with a clear thought out strategy and clever marketing play to out-perform their "arrogant" competitors. The new changes means that brands need to:1. Deliver quality content that is relevant to their audience (I Call this IEMIE™ - Content that Informs, Educates, Motivates, Inspire and Educate)2. Encourages Conversation's (It is Social media after all and not a print Magazine)3. Buying followers is never a good idea, and they should be organically grown with great content that is relevant to an audience. This change will ensure those agencies that "please" their clients ego's by buying likes get the egg on their faces they deserve. 4. Business should consider the vast different interest that their clients have and communicate / target their posts based on that. I don't agree that the cost will increase that dramatically. if your does, you have to look at your strategy and digital agency to understand why they are not using Facebook strengths to its fullest potential. Messenger advertising and bots cost more money, but without a clear strategy in place once will only be throwing good-money after bad. Yes cost will increase but so will your results if you are doing it right...
Posted on 26 Jan 2018 20:10

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