Facebook redesigns biz Pages for utility as feed reach declines
The Facebook newsfeed is a coveted place for brands, and today, that space is getting harder and harder to penetrate, especially for businesses. We know that the newsfeed algorithm is designed with the user in mind, and in early 2018, the company made it a point to prioritize friend, family and group newsfeed content over posts from businesses, brands and media. Facebook pushed for advertising, and in return, brands want more followers. But will their posts even reach the followers they gain from paid ads?
Now that this public content is being suppressed more, the focus has shifted to creating customer destinations in the brand pages. Facebook is redesigning the pages of 80M small business on the platform. Some updates include (1) adding a utility emphasis like appointment or reservation sections (2) "suggestions" section which was previously part of the newsfeed (3) review section improvement which limits the characters to increase quality and (4) business can post ephemeral Stories to their page. In addition to this, Facebook is adding in a “Local” section which could add local events for nearby businesses as well as a “Related Pages” option to increase discoverability for small businesses. This is controversial since most brands do not want to encourage consumers to leave their page or look at competitors. Facebook is also looking to launch and job application tab to the site. They just announced they’re entering into the online dating business, and now they’re ready to take on Linkedin.
Now that the fight for the newsfeed is becoming more intense, Facebook is trying to hang onto their advertisers and offer business a way to increase engagement with their built-in FB communities. We shall see if they can hold on to their users by creating a unique business section that people will consistently go to when choosing products or services.
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