The latest Facebook update: What does it mean for marketers?

Posted: 2018-01-23 06:13:15

Another week, another Facebook update. Facebook tweaks its algorithm so frequently that many may have brushed over last week's update. However, this one's a bit different.

Change was essential because increasingly people don't like using Facebook anymore. And Facebook is blaming publishers.

In a Facebook post, Mark Zuckerberg, the company's Founder and CEO explained that users were fed up with business posts and wanted more personal updates. Facebook is now prioritising posts that "spark engagement" and create "meaningful interactions between people". In other words, expect to see more cat videos, photos of friends' kids, and family rants.

This is good news for users, explains a Business2Community post, but can the same be said for businesses?

Leaving behind its status as a data goldmine and safe haven for advertisers, Facebook is going back to its roots. The new-look news feeds will favour posts with comments over posts with lots of likes or shares.

It's still early days, but these changes are sure to have a significant impact on businesses. Going forward, you will probably continue to allocate some of your budget to Facebook ads. After all, Facebook can tailor digital advertising to the right audience better than almost anyone else. Whether you'll get the same returns, only time will tell.

Until then, monitor your ads closely, tweak audiences, and focus on creating an authentic human connection through engaging content. Easier said than done, of course, especially when you know a decline in traffic is inevitable.

So, spend less time nurturing organic social media and use that time to repurpose content, craft blog posts, compose emails, and nurture your email list.

It's true that this latest move has created a rocky landscape for marketers, but no one said it would be an easy ride.

If you're looking for a route into marketing or want to take the next step in your career, we can help smooth the road ahead. Get in touch with Stopgap today!

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