Why Facebook’s News Feed Change is GOOD News
Truth be told, last week’s announcement from Facebook’s newsroom had me worried as a social media marketer. At first, “Zucc”‘s post about a major news feed change coming in 2018 came off sounding like an omen for business pages and publishers.
In true Zuckerberg fashion, he connected the news feed change to his mission of increasing our plebeian happiness by stating this:
… when we use social media to connect with people we care about, it can be good for our well-being… that correlates with… measures of happiness and health… passively reading articles or watching videos [from publishers and businesses]… may not be as good.”
So how is Facebook’s announcement good for marketers that manage pages?
Well, it’s only a good announcement for good marketers producing good content for good businesses.
Adam Mosseri, Head of News Feed, made that apparent in the full news release:
Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
So, engaging content will be prioritized. Boring content will suffer. “HAPPY TUESDAY, FELLOW DIET SODA DRINKERS!” isn’t going to cut through to your audience anymore – at all.
By the way, what Facebook defines as “engagement-bait” is really important for social media marketers to understand. It’s actively and specifically being demoted in the news feed – and I would be willing to bet, not unlike AdWords, each business page has an overall quality score that determines where their posts are placed within followers’ news feeds.
Call me a conspiracy theorist if you want to.
2018’s News Feed change is going to show Facebook users what they want to see. Although you may see your reach drop, your weaker competition will fade further. If a business didn’t want to invest in a social media specialist in the past, they really should now. Good news!
Is this just a scheme to force businesses to buy Facebook ad space?
Honestly? Maybe. Facebook’s 2018 announcement could be a business decision masked by a virtuous mission to increase the world’s overall happiness. There is no way to know exactly how this will pan out.
Again, marketers will have to adapt. If you’ve been marketing in the social realm for a while and you haven’t learned your way around Facebook’s Ad Manager, it’s time to get started. There’s a lot to learn – which ad formats are the best for your objective, audience targeting, pixel tracking… and the list goes on.
I predict that Facebook ads will be integrated into at least 75% of business’ marketing budgets within two years (or less).
4 Key takeaways from Facebook’s January 2018 announcement:
Here’s what social media marketers HAVE to know:
- The difference between engaging content and Facebook’s definition of engagement bait.
- The “See First” feature will become more prominent.
- Facebook wants you to use live video. It gets 6x the engagement of non-live video
- Paid advertising may take over.
Could you use some help with social media? Consistent content creation, management, strategy?
This article is also featured on my LinkedIn profile.