Everyone panic! Facebook is changing things!! WHAT THE $@!% DOES THAT MEAN FOR MARKETERS!?!?
We know you already heard that Facebook is changing their News Feed algorithm and it’s going to impact brand and company pages. But, now that all the hot-takes and knee-jerk reactions have died down, what is actually going to happen? Good news: it’s not as bad as we initially thought.
Today’s Listen takes a rational look at the announcement that Facebook made and what that truly means for marketers.
We’re jumping right in because we know you’re dying to know what we now know.
- (2:26) Facebook’s algorithm is going to prioritize content based on how many people react to, comment on, or share a post.
- (2:48) Facebook also said that it will prioritize posts that spark conversations between people. That sounds good, right? But Facebook continued to say that they will rank posts from friends and family higher than posts from brands. Dang.
- (5:09) Facebook straight up said that brands will likely see their organic reach, video views, and referral traffic decrease. Double dang.
- (5:30) Important sentence from the announcement: “Pages whose posts prompt conversations between friends will see less of an effect.” Basically, if your brand already gets good engagement, you’ll be fine. If your brand doesn’t have good engagement, it’s about to get worse.
- (7:00) This will probably force brands to really consider what they’re sharing on social media.
- (8:20) The announcement mentioned live video content as something valuable. You can bet that Facebook will be prioritizing that content even more.
- (10:31) Facebook Groups were also mentioned as something that will be important moving forward. And, hey, the Daily Carnage has a marketing-focused Group!
We really can’t shake the idea that all of these changes are actually an attempt to get companies to spend more of their advertising $$$ on Facebook.
That raises the question: are you going to spend more money on Facebook or look for other platforms to spend your advertising dollars on?