Only two weeks into 2018 and publishers and marketers are already being thrown a challenge by Facebook's decision on their newsfeed algorithm.
If you haven't heard, Facebook's CEO Mark Zuckerberg announced last week that the social media platform had decided to deprioritise business and media content in the newsfeed, after receiving "feedback from the community that public content - posts from businesses, brands and media - is crowding out the personal moments that lead us to connect more with each other."
With this decision, Facebook wants to encourage more "interaction" between people, instead of having users devouring publishers' content passively.
Think about how many funny cat and kids videos we watch daily on Facebook!
Undoubtedly, this is pretty bad news for brands and small businesses, who don't have thousands of dollars to invest in long-formed content or to pump up their advertising budgets.
But there are also ways to survive this:
- Make use of live videos
According to The Drum, the reach of live video will be largely unaffected. So if small businesses can put more of their resources into creating informative and entertaining live videos weekly, this could no doubt be helpful in connecting and engaging your audiences.
2. Utilise Groups
Some publishers, such as The Times of London, have been experimenting Facebook groups to drive subscriptions.
So instead of relying heavily on your Facebook pages, think how you can turn your influence on social media platforms into real business.
3. Increase engagement = no clickbaits
This is nothing new, but think about creating value-adding content that is sharable for your audience!
Do you have any other ways to tackle this problem? If so, feel free to share with us!
James Whatley, planning partner of Ogilvy UK, outlined that there will be two parties affected by the change-up. Engagement bait publishers and those who produce quality content. “If you’re a publisher that focuses on ‘engagement bait’, as Facebook calls it, then your days (or at least the days of your existing content ‘strategy’) are numbered. “However, if you’re a publisher that consistently publishes interesting and stimulating content, then you’re golden. This move is unsurprising - especially considering Mark Zuckerberg’s New Year announcement on his focus for the year – so one would hope that many publishers saw this coming and were prepared for the shakeup... One would hope.”