Facebook has been successful in building a viable advertisement business around its user base. It has been so successful in fact that it is now having to reign in some of the over exuberant advertisers to prioritize posts by friends and family.
According to its own post explaining the move, Facebook mentioned that it was now facing a problem it never thought it would have. There was just too much information being shared on its platform and as a result, the newsfeed was starting to resemble a never-ending stream of click-bait and advertisements.
Apart from posts in user’s contact list, a focus on entertainment and content will also be apparent. These are the two areas that Facebook feels its users are most interested in and want to see in their news feeds.
A Change Was Needed
Strange as it may sound coming from an internet marketer, but this change in Facebook’s strategy is a welcome one. The reason which made Facebook so successful in the first place was because every user found a way to make it personable and unique to them.
Of late, the newsfeed started to seem way too cluttered, irrelevant and shallow to truly mean something to users. This change is Facebook reclaiming some of what made it popular and keeping the platform relevant.
What About ‘Pages’?
If your business is one that depends a lot on Facebook visibility and referral traffic from your Facebook Page then you need to prepare yourself for change in tactics. Posts which solicit business in a blatant manner or are simply extensions of advertisements will see a sharp drop in engagement rates after this update.
Businesses have discovered that Facebook is as effective or more than Google in garnering traffic to your business. Parse.ly estimates that publishers get almost 41.4% of their traffic from Facebook, beating out Google at 39.5%.
Its video platform has been spectacularly successful and been at the center of social media strategies for all kinds of businesses. With these changes announced, Facebook is clearly putting its users ahead of the businesses that it hopes will pay to make it more profitable every year.
Facebook, however, insists that Pages remains a big part of its overall strategy and instead asks business owners to concentrate on creating more original content that users will share with their friends. It put the onus on more organic traffic rather than simply banking on getting eyeballs for every post.
For businesses to really make the most of Facebook, they may have to jump onboard Facebook’s paid advertising platform as finding ways to go ‘viral’ on the site may be more expensive and time-consuming.
They also work pretty well, since Facebook has a very impressive AI targeting advertisements to users and making use of the insane amount of information people share online.
Expect and plan for a small hit to your business in the short term, however moving fast to adapt to these changes will help you stand out from the rest. Budget for Facebook Ads to continue reaching new customers and maybe re-align your content production strategy too.