In January 2018, Mark Zuckerberg emphasized the significance of cultivating more meaningful connections on Facebook. This brought about substantial modifications to the news feed algorithm of Facebook, giving priority to content from friends and family over that from businesses.
Before this, businesses had the advantage of appearing organically in users' news feeds. Yet, this adjustment reshaped the scenario, prompting the need for paid advertisements to attain improved visibility.
Reason for the Change:
Motivated by apprehensions about the proliferation of misinformation, Facebook aimed to redirect its focus toward substantial interactions among its users. Zuckerberg emphasized the importance of users deriving authentic value from their time spent on the platform
This transition predominantly impacts businesses and brands that depended on natural exposure. They are now confronted with the decision of investing in paid promotions to sustain their visibility and contribute to Facebook's revenue expansion.
How Brands Can Adapt:
- Prioritize Post Visibility: Encourage followers to prioritize your posts for improved visibility.
- Utilize Facebook Live: Leverage the high interaction rates of live videos to engage with your audience.
- Leverage Groups: Create brand-relevant groups to foster interactions among like-minded individuals.
- Explore Facebook Local: Utilize the Facebook Local app to connect with local audiences and events.
- Embrace Stories: Make use of the Stories feature to gain visibility and engagement.
Analysts propose that this alteration could escalate the requirement for paid advertisements, prompting possible budget modifications for businesses.