Facebook: a place to interact with friends and family, near and far, and share our favorite memories. Well, that used to be its featured function. For the past few years, it’s been a great (mostly free) space for brands to reach new audiences. Branded content now has the ability to target people in a way that excited marketers because their target audiences themselves were providing the data needed to pull off many successful campaigns. But founder Mark Zuckerberg felt like Facebook was straying too far from its original purpose.
“We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being. So, we’ve studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities. The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good,” said Zuckerberg when he broke the news of a big change coming to Facebook.
So, what will this mean for your brand’s presence on Facebook?
Quite frankly, it means fewer organic (non-paid) Page posts will appear in users’ timelines. You may have already noticed the changes in your timeline. However, if you invest in creating high-quality, relatable content, you shouldn’t worry. The more users engage with your content by reacting, commenting and sharing, the more likely it is to appear in timelines organically. This involves marketers conducting in-depth analyses of their most engaging and useful content and ensuring that future content performs similarly.
Thanks to an inside look at the new algorithm updates, we learned about the signals that will determine how your content ranks within timelines. Peek at the before and after below.
Brands should also leverage boosting posts and Facebook ads to get important content in front of key audiences.
The changes to Facebook’s News Feed also impact paid social efforts on the platform. With decreased availability for brand messaging in the News Feed, more brands and advertisers will turn to paid ads and boosted posts to ensure their content is seen. This increased demand will likely lead to increased CPMs (cost per thousand impressions). Facebook, however, intends to balance out these increased costs by bringing more active and engaged audiences to advertisers in the News Feed, hoping to increase clicks and engagements. This will make paid ad space more valuable.