123

How to manage the Facebook reach collapse

  • Voices
  • March 26, 2018
  • James Fitzgerald
How to manage the Facebook reach collapse

The results are In…

It has been two months now since Facebook announced its major 2018, game-changing, Facebook News Feed algorithm update. While it’s still very much a work in progress, the effects are very real for marketers. Studies already show 50 percent drops in organic engagement and reach. Facebook organic referral traffic is down 75 percent for some. The start of March also saw the high profile collapse of lifestyle publisher, Little Things. With around twelve million Facebook followers, Little Things closed citing the ‘catastrophic’ algorithm update. Around 100 people lost their jobs. It’s unlikely to be the last.

To help assure marketers, in February senior Facebook execs openly admitted that they don’t really know what they’re doing. They’re going to try *some stuff* and see what happens.

Seventy million businesses on Facebook breathe a collective sigh of relief… 

Do I stay or do I go now?

Facebook’s changes and platform volatility create a quandary for marketers. Do you:

  1. Do nothing and carry on as you are, as diminishing returns accelerate in 2018
  2. Start experimenting with content and tactics on Facebook, finding workarounds now
  3. Sit tight, wait for volatility to subside, then progress with a different approach later
  4. Not worry about organic performance and focus exclusively on Facebook ads
  5. Start diversifying approach to limit exposure to future drastic changes
  6. Just complain

I hope in reading this you actually sit down with your boss/clients/team and genuinely discuss the above. Whatever you do, make a decision. Even a decision to do nothing is still better than pretending the challenge is not there. 

For SMK, our approach will be a bit of a hybrid from above. There are still some good opportunities on the platform, on the organic side of things. Most notably; Groups, Stories and Live video. Also, Facebook Messenger offers enormous untapped potential as well. That said, exploiting these inevitably requires planning and rejuggling behind the scenes, so don’t feel pressured to rush new activity out the door. Better things are done right, rather than rushed. More thinking, less doing, goes a long way sometimes

So long Zuckerberg, my old friend?

Whatever happens, Facebook’s mid-life crisis is certainly prompting a lot of soul-searching.

Given Facebook’s stranglehold on attention, serving Zuckerberg and co. the middle finger is probably an unrealistic option for marketers. Monthly time on Facebook is more than Google, YouTube and Instagram combined, according to Nielsen. Smart businesses will, however, be re-evaluating their relationship with Facebook. Exploring how they can squeeze the most value out of it, given its flaky temperament. They will also be ‘packing parachutes’, looking to spread risk across other channels. 

Instagram brand engagement is four times higher than Facebook, so naturally, consumer brands will be doubling down there in 2018. On the business-to-business side of things, LinkedIn has growing appeal, with engagement up 400 percent in the past two years. The belated rollout of LinkedIn native video in 2017 offers further promise for content marketers. Both Instagram and LinkedIn also have improving ad products, targeting and analytics to boot.

Alongside this, search engine optimisation (SEO) is looking like that ex-partner who started working out more, when you broke up and got a fleek new hairstyle. SEO beckons many businesses back with open arms, promising things will be different this time around. Organic Google referral traffic is rapidly outpacing Facebook, with a more content-led approach to search results and its Accelerated Mobile Pages (AMP) gaining traction.

Whichever way we cut it, our 2017 marketing plans are unlikely to work as well in 2018.

  • SMK is soon to launch its first 2018 training cycle in New Zealand. To learn more click here.
  • James Fitzgerald is the executive director of programming at SMK – social media knowledge. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Movings/Shakings: 22 June

  • Movings/Shakings, brought to you by Marsden Inch
  • June 22, 2018
  • StopPress Team
Movings/Shakings: 22 June

Industry happenings at NZME, Creature Design, HMC Communications and Jacobs Douwe Egberts.

Read more
topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Sponsored content

Design on toast: why specialists eat generalists for breakfast

Chrometoaster is a high-end design and digital engineering agency that grew up alongside the internet. And, as digital becomes an increasingly important business issue, experience director Dave Turnbull explains why specialists eat generalists for breakfast.

voices

Cannes 2018: highlights from day three

  • Awards
  • June 20, 2018
  • StopPress Team
Cannes 2018: highlights from day three

While we slept, Colenso BBDO added to its gong collection, with four Lions awarded to Pedigree’s ‘SelfiStix’. Saatchi & Saatchi also made the scoreboard with a Bronze Lion and New Zealand's success looks to continue with more finalists announced.

Read more

Cannes 2018: highlights from day two—UPDATED

  • Advertising
  • June 19, 2018
  • StopPress Team
Cannes 2018: highlights from day two—UPDATED

Colenso BBDO is the first New Zealand agency to make it onto the winner's board with a Bronze Lion picked up in the Health and Wellness category. It's since received six mentions in shortlists overnight alongside FCB, DDB and Saatchi & Saatchi.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit