In the last few days Mark Z called together his troops to announce a few ‘changes’ that will be rolled out in the next few months to our pages and feeds.
Just like many other social savvys out there, it’s not totally unexpected. Actually, if anything it’s good news!
So what was it that was announced and what changes will we be expected to see?
Well, basically Mark wants Facebook to go back to the engaging and meaningful platform that it was initially built for. He wants it to be about people and communities and groups – and less about stuff just being posted on pages for any old reason or with no value to the Facebooker. There will be less promotional content, less Ads and less MEMES! yeah!
What will we see more of?
So we will likely see more videos that will evoke emotions, discussion and generally more engagement from people.
More community building by brands through Groups – where personal engagement can really take place. So learning how to set up a Facebook Group will be good for your new strategy.
Relationships are key to this years new Facebook so anything content related that can help build B2C 1-1 relationship building with your brand will be crucial to the success of your FB page and favoured by the new algorithms.
What will we see less of?
General public, brand and media posts will reduce considerably on our feeds. Brands and Ads that we have never engaged with will not show on our feed at all.
This will mean that businesses who go to create new ads, promotions and general product/service content are less likely to reach their intended audience… a real shift from where Mark Z was pushing Facebook a few years back. Encouraging brands to get all over Facebook and go viral!
This means what for businesses?
Brands are going to have to work harder at creating content that is REALLY made for engagement. Short and valuable and even education content. Less images, more video and more conversational features.
Brands will need to re-approach their Ad spend strategy – it sounds as if you will need to spend more to reach more!
User experience is moving back to the control of Facebook – not the user! if we like a brands page surely that means we would like to see their content? so this is something to note. Just because your brand has 130,000 followers doesn’t mean that they will be sure to see your news updates.
Livestreaming – will be a big pull factor in keeping your page up and running. Live content is immediate, engaging, it can gather 6 times more viewers than pre-recorded!
Overall you can expect to see more from your family, friends and groups. You may already be noticing this change in your feeds as it is.
It has been an interesting year in 2017 with Facebook trending content that was classed as #fakenews or content relating to bigotry or elections or pretty much anything that could be viewed as disruptive. It is perhaps Facebooks intention this year to ‘clear out’ those unwanted posts and pages and make more of an effort to care about the ‘wellbeing’ of users.
as Mark said on his own Facebook page announcement
“by making these changes, 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. And if we do the right thing, I believe that will be good for our community and our business over the long term too”.
How do you feel about the new changes coming our way?