How does Facebook’s updated News Feed affect your business?
This year we have seen Facebook, the world’s most popular social networking site, give a strong push to make the site more relevant to its users. With the latest update, users will find articles on their newsfeed that are applicable to them, but this could create some problems for brands using the site for content marketing.
Last week Facebook announced the update to its News Feed section, saying articles that appear will be relevant to the users own interests or will have been recommended by friends.
Facebook attributed the update to a demand from its users for more news and in-depth stories. The site claimed the average referrals from Facebook to media sites has increased by over 170 per cent in the past year.
Although this change will help users sift through their newsfeeds quicker, it could potentially affect brands using the site for organic social media marketing.
In a recent interview with AllThingsD, Facebook’s New’s Feed Manager Lars Backman announced that at this stage they determine high quality articles by the source, rather than the quality of the content.
However, Backman was clear that these new changes will not stop popular memes appearing in the News Feed. Users will still see posts that their friends have recommended, but Facebook no longer relies as heavily on the amount likes and shares as an indicator of quality.
It is important to remember that the social networking site makes the bulk of its revenue through advertising. Therefore, Facebook is attempting to make it necessary for brands to pay for marketing on their site, rather than gaining leads through organic posts.
In a sales deck by Ad Age, Facebook announced that users can expect the distribution of such posts to decline over time and encouraged brands marketing online to invest in sponsored posts.
“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it,” a Facebook spokesperson told Ad Age.
This could put some brands producing articles at a disadvantage, but this does not mean marketing on Facebook is no longer effective. Although your brand’s articles may struggle to appear in everyone’s news feed, the update will not stop users that follow your brand from seeing, liking and sharing your post.
Posted by Dylan Brown