We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.
– Mark Zuckerberg
Remember the time when facebook was all about your friends and family. You didn’t spend as much time as you do now on facebook but the engagement was more meaningful.
The recent announcement by Zuckerberg in his post about Facebook’s revamping of its news feed algorithm is leading it back to it being a “Social Network”. This move from the social media giant will limit the visibility of posts from brands and publishers in favor of posts from friend and family. There was more clarity on it by Adam Mosseri, who heads the company’s news feed in a blog post titled “Bringing People Closer Together ”
It may be going back to the roots for them, but for brands and publishers who had relied upon the platform to reach out to it audience and have spent millions on there, it means a relook at the entire social media strategy.
It aint necessarily be an impending doom for the Pages, but time time to re-look and re-think.
Lets look at what is the change that has happened :
Facebook Change #1 : Connecting People
Facebook had been receiving feedback from the community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead them to connect more with each other. So the new news feed update would give a higher rank to meaningful posts from friends and family so that they have more opportunities to interact with the people they care about rather than passively consuming articles or videos.
Facebook Change #2: bye bye engagement bait!!
There had been recent efforts by facebook to check clickbait headlines and links to low-quality web page experiences, to reduce the spread of content that is spammy, sensational, or misleading in order to promote more meaningful and authentic conversations on Facebook. Posts that goad people into interacting, through likes, shares, comments, and other actions, in order to artificially boost engagement and get greater reach on News Feed. Pages & Posts that use this tactic will be demoted.
Posts that ask people for help, advice, or recommendations, such as circulating a missing child report, raising money for a cause, or asking for travel tips, will not be adversely impacted by this update.
Types of engagement baits as defined by facebook:
The coming time would intersting to watch out to see how pages react to this change.
There has been some immediate reaction from the media companies. Social publisher NowThis has relaunched its website, which it shuttered in early 2015 to go all-in on social platforms directly. BuzzFeed, another player who had relied on Facebook has started running ads to direct readers to its own mobile app, where it has a more direct relationship with them.