4 noticeable changes that will help your Facebook marketing strategy in 2019!!
In January 2018 CEO of Facebook Mark Zuckerberg announced that in this year the platform is going to undergo some significant news feed and user experience related changes.
Basically, passively reading posts or articles and watching videos is not so good for human beings. Also, lately Facebook users have been seeing too many posts from Facebook pages and brands in their news feed, making it hard for them to see the posts of their friends & family.
In a nutshell, Facebook wants to transform the platform from "just another time-consuming website" to a platform which helps users have more "meaningful social bonding and friendship"
Honestly, this announcement was not surprising at all because exactly almost a year back in February 2017 Zuckerberg made it clear that Facebook's number one priority going forward is building a platform where users will have the power to build their community.
So let's look at some of the changes that the platform has gone through throughout this year and how other brands or business companies can take a lesson or two from Facebook.
#1- More videos in your news feed
Whenever we hear the words "online video", Facebook isn't the platform that comes to our mind. Google has already filled that void by creating youtube. Believe it or not but Facebook is having video support on their platform from May 2007 but until late 2017 the feature was overshadowed by other features. In this year facebook primarily concentrated on that feature and added a separate tab for videos and started to show more videos in the news feed of its users.
Not only videos but Facebook Live videos are also promoted. Not only general users but YouTubers and other content creators are also live streaming their content on Facebook and this is without a doubt facebook's attempt to overtake youtube.
With the fact that Facebook is moving towards a video platform and taking videos seriously, it's about time for other brands to get on board. From now onwards don't just include a link of your youtube video in the post, instead post that video on facebook along with the post. Chances are that the Facebook video will get more feed coverage than your youtube link.
So use the facebook live feature as often as you can rather than posting a pre-recorded video.
#2- Facebook is focusing on relationship building
CEO Mark Zuckerberg said in an interview that he wants Facebook to return to its basics and become a community where friends and family can connect.
This thought isn't the best thought to express when you want to sell ads to other brands.
Facebook in 2018 has implemented these changes:
- Prioritizing posts from your Facebook friends.
- No more unnecessary adds and sponsored videos.
- Lowering the rate of suggesting any content to people based on their recent activity.
- Pushing more meaningful and interactive posts to increase users interaction.
#3- More use of automation
Whenever you post a link on facebook it goes through a content quality check. Still, some if not most of the spam links slip through that check. Engineers at Facebook are constantly working to stop these spam links and fake news. They claim to have hired many professionals to identify fake news and spam posts in various languages after all the Cambridge Analytica fiasco. But it seems that professionals aren't enough and now they've finally turned towards technology & automation for solving this problem.
So from now on Facebook is going to do these changes to stop this problem:
- Posts which contain product advertisement will be losing their reach
- Posts which are auto-scheduled or posted by some third party software will now no longer be pushed in news feed.
- No reach for posts which are marked as spam by users
So in order to keep your facebook reach intact from now onwards, you should schedule your posts directly from Facebook. You should stop including your website link in every post because with the above changes it's going to affect your reach in a negative way.
#4- No more sponsored facebook business or brand posts
This is the most significant change that Facebook has made which is going to affect all the business companies and brands which are with Facebook, in a very negative way.
According to a data study, businesses and brands as of 2018 are getting a maximum of only 2% of organic reach on Facebook.
With the changes that Zuckerberg is making to his creation, this rate is surely going to drop effectively making is difficult, if not impossible to grow a business on the platform through organic traffic.
So, this will not affect Facebook because the paid ads will still be there in the news feed but the deserving ones will not be pushed. So paid ads are the only option at the moment if you want to really do marketing on Facebook.
You can compare this situation with youtube trending. Youtube only shows the most watched videos in the trending tab but what if it starts to prefer money over views in deciding the trending videos? This is what Facebook is doing. Not going by the content quality but with the ads money.
Conclusion :
So what should you do to make your ad on facebook? I suggest simply start building your audience on other platforms. There are many other platforms who prefer quality over $$$.
The lesson here is "Never put all of your fruits in one basket"
This isn't the first time that Facebook has made some significant changes with respect to customer satisfaction and let's hope this won't be the last. So rather than worrying about these changes we recommend you to adapt to it accordingly using the suggestions that we have given at the end of each section.
This isn't the first time that Facebook has made some significant changes with respect to customer satisfaction and let's hope this won't be the last. So rather than worrying about these changes we recommend you to adapt to it accordingly using the suggestions that we have given at the end of each section.
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