Facebook recently announced that it would be changing its algorithm to show users more personal content (from friends and family members) than news content (from businesses), and it sparked a flurry of opinions.
Advertisers, shareholders and investors wondered if Facebook was undergoing a drastic change while long-time users found the transition familial, heading back to the basics. After all, the platform began as a way to connect amongst friends and peers.
But regardless of the change’s favorability or dislike by users, its ripple effect impacts a wide system and many people. Let’s take a look at the new algorithm and what changes to heed in Facebook business page tips.
A Deeper Look into Facebook’s Algorithm Change:
Organic user content will return
In 2017, Instagram and Facebook users started seeing fewer updates from their real-life friends and endless updates from brands and businesses. In 2018, organic user content is back and infiltrating user feeds. This means influencers will reacquaint with followers and friends will return to seeing each others’ news, not fake news provided as click bait.
Organic brand content will fall
Despite best efforts to create organic content from a brand platform, the algorithm change will favor interactions between mutual relationships, leading toward friend-friend or influencer-advocate. Brands can prepare for the change by investing in more paid ads and influencers marketing partnerships.
Social influencers gain more prominence
Favoring personal content over news content means that users will be mostly exposed to the statuses and updates of real people.
Social influencers have been rising toward prominence in marketing and advertising, but Facebook’s recent algorithm change gives them more space to share and be heard than ever before. Brands can optimize their Facebook strategies by working with more influencers and giving influencers more freedom in content. Influencers who work independently and without paid-advertising will be reconnected with their audiences, showing up consistently on their followers’ and likers’ feeds.
Considering the recent demotion in brand content prominence, business and influencers should remain aware of the possibility and likelihood of Facebook curbing the algorithm again and away from influencers if interactions become inauthentic.
Marketing changes for businesses
Businesses who have reaped the revenue benefits of social media are facing the biggest landscape change. Content that has recently shown up consistently and prominently to users, triggering engagement and swooning advertising dollars will take a backseat. Brands who have replied on social platforms for income generation must rework their strategies.
Expect changes in how to do paid advertising on Facebook. If you don’t work with a digital marketing and advertising strategist, now is an opportune time to align your goals with the skill set of a digital marketing firm. From understanding how to promote content effectively to swallowing news standards per Facebook business page cost, an experienced professional or team will guide you seamlessly through the algorithm updates.
Shareholders will still benefit, but likely at the expense of your brand
Facebook is not going to let down its shareholders or users; these entities are the backbone of their business. However, changes made to keep both appeased and engaged are likely coming at the expense of businesses. Staying on top of ways to manage the algorithm change is critical to keeping a pulse as a business on Facebook in 2018.
Are you ready to learn more about how to optimize your business through Facebook amidst its recent algorithm changes? Get in touch with our tech savvy-team at Rosy Strategies and get started on a brand-enhancing strategy today.