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.