Yesterday’s Facebook’s founder Mark Zuckerberg announced a fundamental shift in how Facebook’s
The change will see the News Feed move away from its current state and towards becoming a platform that helps users have “more meaningful social interactions.” Why? Because “passively reading articles or watching videos” is bad for human beings.
Zuckerberg’s post reveals that the goal of the News Feed is moving from “helping you find relevant content” to enabling those meaningful social experiences.
Posts from news outlets and brands will be usurped by updates from friends, family, and groups.
Adam Mosseri, Facebook’s Head of News Feed, outlined the changes in greater detail, suggesting that Instead of prioritising posts based on comments and shares, Facebook will now push content to the top of your News Feed that its algorithms predict will spark a meaningful “back-and-forth discussion.”
Branded Content and Ads though won’t be going away, after all this isn’t 2007!
Facebook generated more than $10.3 billion in ad revenue last quarter alone and it is the primary way the platform makes money.
If you believe what Mosseri’s post says, the News Feed will be even more difficult to appear in, so advertising is likely to be the go to option to be seen.
Hyper Engaging Content
The shift in the News Feed algorithm will mean that it is more important than ever for brands to publish content that users will want to like, comment and share. Engagement is key, which will signal the end of low quality, irritating linkbait and listicles.
Consider Other Advertising
The News Feed tends to be the placement of choice for many a Facebook Marketer as it offers more space for creative and to display messaging.
Being seen in the News Feed could become more expensive, so it may be time to consider and experiment with other placements such as the right hand column, messenger or even Instagram.