News Feed of the Facebook is the main source of attraction for the users to connect with Facebook. Recently online promotions have filled up the news feed and making people annoyed to some extent. So new Facebook policy focuses on getting more contents from family friends in the newsfeed rather than promotional posts and brands. As there are more than 2 billion users on Facebook, this platform has the highest popularity in targeting audiences.
“The biggest changes will come to pages that repeatedly post but don’t see quality engagement”, said Adam Mosseri, Facebook’s head of news feed. “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect,” he wrote in a blog post. Now, Facebook’s product teams will shift their focus from helping users find relevant content to helping foster more meaningful interactions with friends and family. “Now, Facebook’s product teams will shift their focus from helping users find relevant content to helping foster more meaningful interactions with friends and family. Since there’s more public content than posts from your friends and family, the balance of what’s in news feed has shifted away from the most important thing Facebook can do — help us connect with each other. While the change may mean you use Facebook a little less, Zuckerberg said the ultimate goal is the site’s billions of users feel like their time on Facebook is “time well spent. We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being,” Zuckerberg said
An analysis from the Press Association found that the clickbait (Internet content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page) crackdown has already resulted in decreased engagement for news publishers.
The changes have cut down short-term sales through messaging to people. The decision to revamp the news feed may have some negative impact on Facebook but in the long run, this might prove to be a smart choice. As people do not want to be sold on Facebook on purposely. Facebook is trying to manage online pages such a way that can attract customers differently. People are looking for fun, helpful and imaginative interaction. More Viral Photo, Link to a blog post, Question or fill in the blank text-only update etc. are increasing. So marketers now need to think differently about how customers can be engaged in an interesting way.
Publishers are definitely getting lesser traffic than before. Pay Facebook post boost might increase some traffic but it will charge the publishers. The cost of Facebook Ad will go up. Most publishers are now rethinking their strategy to focus more on video. Mashable, for instance, laid off about 30 staffers this spring in a “strategic shift towards video.” Making quality video is getting more emphasis by the publishers to attract their audiences. They are also giving value to their video post-investment.
In the Facebook new policy, Facebook’s new tag will allow brands to access all of the insights on a Facebook post or ad that they’re tagged in. This will give a push to a brand to make meaningful contents. Facebook previously used to give a user the chance to promote their brand in a wide range. But now Facebook is more concerned about providing a quality experience of using Facebook. Their studies have shown that genuine interactions between friends are what promotes a strong well-being. Publishers now need to make contents that will give a complete two side fun and engaging interaction. For an example- Restaurants are making posts about giving special discounts or offer for different institutions at different times. In this way, the other institutions are keeping eye on the page to get the special offer for them. This is a great strategy to engage more traffic on your page. So the ways to promote your brand need to be more valuable and meaningful in order to get the benefit of social media marketing.
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