You’re probably aware of the recent announcements about shifts in the way Facebook prioritises newsfeed content. Here we break down what it might mean for you, your brand and your brand’s social voice..
After Facebook fake news seemingly had a very real effect on the 2016 Election and other recent political and cultural contexts, Mark Zuckerberg recently announced a shift in the distribution of content in your Facebook Feed. The platform is now encouraging users to share their personal stories and feelings to stem a decline in original writing/user posted content, and a gradual upswing in shared publisher content.
What it means?
Zuckerberg has announced that he will endeavour to ‘fix’ Facebook for both brands and users. How long will this policy remain in place? Facebook has been known to solve problems by discarding policies altogether. It will be interesting to see if after a drop-off in spend, Facebook persists with its new algorithmic priorities.
How it might affect your brand?
- Measurement metrics will shift as we soon discover which audiences are most affected and how the new conversation-centric content resonates best.
- Some brands will move their focus from a reach/awareness strategy to engagement heavy approach in an effort to spark conversations and move to the top of the feed as a trending topic (Remember: this means more than a ‘like’).
- Tone of voice: more than ever, it will be important for our brands to appeal to their audiences on a personal level in language, content and formats.
- Increase in use of Facebook as an ecosystem will rise. We anticipate brands to increase their utilisation of features where the conversation already exists including Messenger and Groups.
- Formats: remember to play to the formats that Facebook favours. As an example, you might consider optimising stills with a slight animation to take advantage of a potential organic boost from motion.
More than ever, it’s important for our brands to appeal to their audiences on a personal level. This generates amazing new creative opportunities to connect with individual accounts and spark conversation, media, and awareness of the voice behind the brand.
These changes also allow us to take advantage of Facebook Messenger to reach the public. We will continue to optimise video and other proven organic reach methods that are promoted by Facebook. We’re big on Facebook Groups and there is still a great opportunity for brands to speak to their audiences through influencers, crowd-sourced content and moderators.
We’re interested in the opinion of our community, let us know if you want to chat about any of the above.
Katie Morris & Chrissie Malloch.
Well-credentialed, and oft-liked Royals creative, Lee Spencer-Michaelsen, hit up the Melbourne International Film Festival recently. We asked him to consider writing a review. And he did that. But he did more. Much, much more. Behold, Lee’s Beowulf-like appraisal of his festival experience..
I love our industry
We are a bunch of thinkers, makers, hackers, and misfits with the occasional genius sitting quietly in the corner. If you meet someone from our industry there is more often than not an instantaneous connection. Somehow we are all trying to achieve the same thing. We all fight the same battles and often have very similar beliefs.
And that is why the Royals have been having such great success with our new Say No to No campaign.
I was recently lucky enough to escape the Melbourne Winter and head to Sydney for Vivid Ideas 2017. On top of some incredible light shows and witnessing one of the best live performances I’ve ever seen from French music duo, Air, I had the opportunity to attend a number of thought-provoking events as part of Vivid Ideas.
Our second Small Heroes event, this time a breakfast panel in Sydney, is called “Are we missing the target?” The discussion will explore the rapidly changing face of small business in Australia, and how well (or not) government and corporates are responding in providing products and services relevant to this ever evolving audience.
There was a stack of robots at SXSW this year. Over just four days, I managed to watch robots play drums, print names on table tennis balls (Royals logo looked great btw), hear a debate between two robots on the virtues of Lady Gaga vs. Taylor Swift and even go to an ‘artificial (comedy) improv’ session featuring a cast of robots dressed up in drag! All these androids ‘taking over the world’ are bound to make some agency folk more than a little paranoid about the future of work. But others are embracing the fear and running headlong into a cybernetic future where computers understand more of our intuitive human knowledge and – if we’re interested enough – may actually help improve one of the key things that makes us human in the first place: that is, our ability to emotionally connect with others.
The importance of diversity in the communications industry has been a much talked about topic for the past several years. It’s something that The Royals talk a lot about also as part of our mission to be the ‘most interested agency in the world’. You may have already read the press on diversity being one of the key themes at this year’s SXSW.
This morning we kicked off our Small Heroes initiative at Work Club Melbourne with a high spirited breakfast panel discussing the changing face of Australian small business.
Small Heroes is a new Royals program we’ve developed to get under the hood of Australian small business, to better understand their challenges, motivations and incredible diversity. This ongoing project will include one on one interviews, broader qualitative research, trends analysis and a national breakfast panel series.
Recently Pause Festival rocked Melbourne’s Fed Square and surrounds for the seventh year. Amongst the range of creative, technology and business events on the schedule, here are some of the panels, talks and workshops that really stood out for us..