Facebook announced a major change in its algorithm which might affect the marketing plans and strategies of some businesses and publishers. Mark Zuckerberg, Facebook CEO, announced via a Facebook post on Jan 19 that the main purpose is to encourage meaningful social interactions with family and friends. He added that he expects news to be four percent of newsfeeds. He also mentioned that they are trying to make sure that the news is high quality. In the meantime, we should consider that Facebook is working really hard trying to attract new customers to their platform while their current users continue to stick to the platform.
The question is how will business and corporations be affected by this change?
1- You might have to pay more to be noticed but reach the same traffic
Parul Guliani wrote at Forbes that she predicts that news agencies and businesses might get hurt by this new update which might affect them negatively. She mentioned that lots of publishers and businesses might have to pay to get to the same reach they used to get free.
2- Work on creating highly engaging content
Observers and social media experts expect that highly shared and engaging content will not be affected by this new algorithm. Facebook likes this kind of content. Time magazine, commenting about Facebook changes and what it means for them, wrote: “the savviest newsrooms will create content that compels readers not just to click and open a story, but to share it on their own pages as well.” Adam Mosseri, Vice President of Product Management at Facebook mentioned in a blog post “if you could look through thousands of stories every day and choose the 10 that were most important to you, which would they be? The answer should be your News Feed.”
3- More changes are coming
Expect more changes to happen. Facebook has changed their algorithm tons of times over a short period of time and will keep changing it. The lesson here is to expand your traffic sources outside of Facebook.