How Facebook’s latest algorithm update will affect advertisers

On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from ‘friends, family and groups’, what can be seen is less public content like posts from businesses, brands, and media. The public content you see more will be held to the same standard which should encourage ‘meaningful interactions’ between people.

In his announcement, he wrote that ‘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.’

Digital Press Summary:

 Facebook to worried marketers: Get users to mark you as ‘see first’ (Digiday)

  • Facebook’s advice is to have people who follow a brands page is to actively go and mark them as ‘see first’
  • However this creates the issue of convincing someone to opt-in and potentially view more ads in their newsfeed
  • The move has essentially killed organic growth, which could push smaller businesses out of the picture
  • This change has merely increased competition for advertising space and could therefore increase the prices of these placements

Advertisers see merits of Facebook algorithm change (Digiday)

  • Media buyers expect brands to be relatively unscathed by the changes to Facebook. The belief is that the changes will filter out clickbait promotions, which could empower brands to create more ‘meaningful content’
  • The changes will not necessarily impact paid posts, but may lead to slightly higher CPMs (cost per thousand impressions)
  • Opportunities in Facebook Live for brands
  • This update only impacts Facebook, not Instagram

As Facebook changes its feed, advertisers see video ambitions (NY Times)

  • This will not impact paid advertising, just posts from brands which rely on organic reach
  • This is more of a heads up to consider the impact that Facebook Watch may have, when it launches in the UK. This will ultimately create a TV like ad buying experience on Facebook

The Ad community’s reaction to Facebook’s news feed algorithm change (AdWeek)

  • Use Facebook only for awareness and promotions; stop engagement baiting
  • Reducing post frequency, ensuring that the posts really speak to the demographic that they are aiming for
  • Realistically this only impacts organic content, as the change does not impact paid advertising, which will now be the only way to get your message across

What Facebook’s 2018 algorithm change means for your Business (Reshift Media)

  • Focus on interactions: higher status against posts with longer comments heavily against those with short ones
  • Pre-recorded videos will be de-prioritised, as they don’t generally create much conversation
  • While pre-recorded video will be de-prioritised, live video will still be promoted.
  • There is a sense that the change is partly to encourage brands to buy more reach as oppose to buying on engagements or clicks

Some Suggestions for Brands (Reshift Media)

  • Create and promote meaningful content which engages the target
  • Quality over quantity
  • Motivate people to share on behalf of the brand
  • Encourage the audience to prioritise the brands content

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