As you might have heard, Mark Zuckerberg recently announced that the new algorithm to be applied to Facebook will favor “meaningful interactions” over branded content. Zuckerberg believes this will filter out clickbait and allow for more content from family and friends. Many are asking how this will affect the multitude of companies that choose to market across the platform.
Many would expect that brands are responding negatively to this change in facebook but they’re remaining surprisingly optimistic. Brands frankly believe that this is forcing them to make content that now directly influences and maintains authentic relationships with their customers. In fact some brands even believe that they can get more click-throughs by creating content that is more personalized. However, this could be detrimental to small businesses who often depend on Facebook to extend the reach of their customer base and continue promotions.
In the end, Facebook is still largely a pay-to-play platform so bigger brands can still pay to promote their company with little to no problem. This will mainly filter out smaller businesses who maybe aren’t as tech savvy and have less room to navigate this new customer personalized minefield. Facebook will now be filtering out posts that are meant to be shared for promotion as they don’t promote organic interaction. Furthermore, the ads that will be available for purchase will likely be far more expensive as there’s only a limited amount of them available. Small business will truly have to adapt to customer needs in order to promote their content.
Overall, this sweeping change that Facebook is making to its platform seems largely beneficial. To regular users they can now see more content that is directly related to what they want to see and brands are now forced to choose pick a target market and directly advertise to them instead of spamming the site. While we can only wait and see how this will affect smaller businesses it will hopefully allow for a better Facebook for everyone involved.