What Facebook's news feed change means for marketers

  • Voices
  • January 23, 2018
  • Dave Bowes
What Facebook's news feed change means for marketers
Shutterstock.com

By now most marketers will be well aware of the changes to Facebook’s news feed algorithm that will see posts by users’ friends prioritised over posts from businesses, brands and media.

It’s a positive change for Facebook users, and heralds an opportunity for brands to refocus their marketing efforts on the platform.

While the impact of these changes will differ between pages, it will be felt most significantly by pages that struggle to garner reaction and comment from their followers. Those pages that have high engagement and manage to initiate a conversation with its followers will be less affected. 

With this in mind, what can brands do to minimise the impact on their metrics? 

1. Engagement, engagement, engagement.

If marketers already think they are clever with their content, then they’ll need to level up yet again. It’s a bit of a stuck record but the power of knowing what resonates with your followers and creating authentic content that sparks a genuine conversation cannot be underestimated. In fact, it’s now more crucial than ever.

Gone will be the days of brands fishing for ‘engagements’ by encouraging people to like, share or comment to go into the draw for a prize. Businesses will need to understand what motivates their followers to interact with their brand and page.

Pages that encourage longer form, natural interactions in the comments section will be rewarded by Facebook’s new algorithm.

2. Build your brand through high-quality content, not just reach.

Market presence and reach have long been key pillars of building a strong brand and it's no different on social media. It's important though to ensure you invest in creating content that encourages the right response (see point one). 'Presence x Engagement' should be a marketer's mantra. 

The new Facebook algorithm will be seeking out quality over quantity when it comes to company page posts. Plus, brands are more likely to have a highly engaged follower base if they aren’t seen to be regularly blasting low-quality content.

3. Investigate new ways to produce and share content.

The truth of the matter is that Facebook often changes its algorithm. Think of this as a time to re-focus your social media strategy and to also explore new approaches. Brands that have been wedded to traditional Facebook ‘picture and text’ posts should look to cast their nets wider.

There are opportunities for brands to engage people with creative content on Instagram, which is expected to grow as a platform for brands in response to the Facebook changes. In fact, organic posts on Instagram already provide higher engagement rates than Facebook.

Another option is Facebook live videos, which are likely to escape the algorithm changes because they generate natural conversation between people, and with the brand. Live videos generate six times more interactions as regular videos, so they’ll show higher in the news feed.

While we will have to wait to understand the full significance of these changes, the key takeout is that brands need to focus on generating authentic engagement with their followers. With good data, the right social listening tool and a bit of creativity, brands will be well equipped to take on this challenge. 

 

Dave Bowes is the chief executive of Zavy. 

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.

Are Sky TV's new Sky Go offerings a sign of things to come?

  • Media
  • April 24, 2018
  • Findlay Buchanan
Are Sky TV's new Sky Go offerings a sign of things to come?

Earlier this month Sky updated its Sky Go App, a move that connects customers with Sky Go on the go, with the addition of catch up TV, box sets and on-demand content on mobile and tablet. We talk to chief product and technology officer Julian Wheeler about how business is going, and what else Sky has to roll out in the next 12 months as it moves forward from a linear TV model and into an expansive network across multiple screens.

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 ...
voices

TVNZ-NZ Marketing Awards 2018: introducing the new (and improved) categories

  • TVNZ-NZ Marketing Awards
  • April 24, 2018
  • StopPress Team
TVNZ-NZ Marketing Awards 2018: introducing the new (and improved) categories

Just as the marketing industry is changing, so too are the TVNZ-NZ Marketing Awards. The Sector awards, which recognise the best-in-breed marketing within specific industry categories, remain unchanged, but we have added two new Excellence awards – Best In-House Marketing and Long-Term Agency Partnership – and changed some other awards (Best Collaboration, Best Internal Marketing Strategy and Best Purpose-Driven Marketing Strategy) to reflect some of those industry shifts. Think your results stand out? Here's the thinking behind the changes and what the judges are looking for.

Read more

Showpo gives insight into its social marketing success story

  • Marketing
  • April 23, 2018
  • Courtney Devereux
Showpo gives insight into its social marketing success story

Online clothing retailer Showpo boasts an impressive social media reach, using different platforms to promote its brand to its audience of over two million. The Register spoke to chief marketing officer of Showpo, Mark Baartse, about the best way to market on social media and if he thinks influencers have longevity in a world ruled by ‘likes’.

Read more

Survivor New Zealand ups the ante for season two campaign

  • Advertisement
  • April 20, 2018
  • StopPress Team
Survivor New Zealand ups the ante for season two campaign

‘There is a Survivor in all of us’ according to TVNZ’s latest campaign for the second season of Survivor New Zealand, which will start on Sunday at 7pm. And after whispers the show may not return after the first season struggled to retain its audience, the new season has been rejigged and is filled with comical controversy.

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