In January, Mark Zuckerberg made a big announcement about Facebook. Here were his main points:
· Recently we’ve gotten feedback from our 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.
· Because of this, we’re making a major change to how we build Facebook.
· The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family, and groups.
· You’ll see less public content like posts from businesses, brands, and media.
Here at DV, we have an opinion on what this new change means for businesses…
It is important to note that when Mark Zuckerberg talks about “businesses, brands, and media”, he is referring to publishers who create public content. Publishers are essentially media companies whose primary outlet is Facebook, such as Tasty and Insider. Moreover, Zuckerberg is not mentioning promoted posts. Publishers are different because their content is not paid for. These publishers post videos, featuring anything from recipes, to travel experiences, to new museum exhibits. Facebook users follow these publishers because they want to see this type of content, even though it is not personal content from their friends and family, as Zuckerberg refers to. These videos can be very beneficial for businesses. However, this is more of a PR matter, as the company (many times) is not paying for their spot. Posts from publishers have become so valuable because these videos oftentimes receive millions of shares, leading to even more millions of impressions. As per Zuckerberg’s post, there will be less of this type of content showing up on user’s News Feeds’ going forward, in order to make Facebook more of a personal relationship building network.
From this announcement, we can conclude two major points:
1. This renewed News Feed algorithm should not affect paid advertising on Facebook. Promoted posts will remain a viable and necessary tool for businesses to increase brand awareness.
2. Unpaid content from publishers will receive fewer views. Therefore, PR efforts to gain features from popular Facebook media publishers may not be as beneficial. That being said, publisher videos are still a huge resource for Facebook users looking for recipes and experiences, so it is safe to say that this method will continue to be a key player in social media advertising.