On January 11, Mark
Zuckerberg announced significant changes to Facebook’s News Feed, partially
resulting from the negative user feedback that "public content — posts from
businesses, brands, and media — [was] crowding out the personal moments that
lead us to connect more with each other." Zuckerberg confirmed that Facebook
would tweak its algorithm to ensure that users would see less of this content in 2018, which caused shockwaves
through the marketing world, as brands feared dwindling engagement from their
audience. "By making these changes,”
Zuckerberg said, "I expect the time people spend on Facebook and some measures
of engagement will go down. But I also expect the time you do spend on Facebook
will be more valuable."
But is this really so bad for
brands? Sure, it will be detrimental for small businesses or companies that do
not have the budget or talent pool in place to produce engaging content that
generates conversations. However, I would argue that this shift will force most
publishers and brands to do what they should have been doing all along: create
meaningful, engaging content that makes the brand feel personal and memorable. (Frankly,
we should be thanking Facebook for this not-so-subtle nudge!)
In addition to producing
better content, we will likely also see brands increasing their spend on
Facebook advertising, and further diversifying their marketing mix to engage
users on other channels.
No comments:
Post a Comment