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Kirsty Usher

Facebook algorithm change – do brands need to be worried? 

 

Last week, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from “friends, family and groups.”
“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

In a bid to combat the decline in user experience Facebook has sought out a more human experience for it’s newsfeed – think less LADbible and more your nana’s dog.

Whilst some may see this as a bad thing for brands as whole (and don’t get us wrong there will be a reduction in organic reach and engagement), we have to remember that our audience’s newsfeed has always been a personal space and therefore we need to remember that as a brand we’ve always needed to prove our right to play in their space – this is nothing new and actually an overall improved experience for users, will in the long run only make things better for brands who wish to advertise in that space.

The key word for brands in in Zuckerberg’s release is ‘meaningful’. For brands this translates into better understanding what motivates people to interact with their brand in a meaningful way (think longer comments and conversations, rather than a ‘like’), and focussing on creating richer, more valuable content for their audience. Facebook’s shift to include more stories from your friends and family mean users will be accustomed to seeing fewer viral videos and more human-centric content. Branded content should reflect these norms, shying away from photos or ads that are outwardly promotional. Content that drives action and elicits a consumer response from friends and family members of target audiences should be a priority for brands, given the emphasis on content from personal connections.

Not only do brands need to ensure that they choose quality over quantity with their content, but they also need to make sure that it’s tied to a sound paid media strategy at the same time to guarantee the right audiences are reached efficiently.

In short there’s no reason to fear algorithm changes if you are already dedicated to providing your audience’s with valuable, quality content.

If you'd like to find out more about how to reach your audience using a considered and sound social media strategy, contact us

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