Taking effect over the coming weeks, Facebook are choosing to emphasise content that sparks conversation amongst friends and family opposed to paid posts and advertisements from businesses, brands and media.
Speaking on Facebook, Mark Zuckerberg wrote: “We’ve gotten feedback from our community that public content is crowding out the personal moments that lead us to connect more with each other”.
Organisations on Facebook may see the popularity of their posts decrease as public content is out-ranked by personable discussion. If public content is to be promoted at all, it will now have to be seen to encourage community interaction.
All is not lost. Rather than spelling doom for businesses, brands and the media alike – the newest venture could actually mean more traffic to groups and official Pages.
If two or more people engage on a post from a Page, that would count as a meaningful social interaction according to the newest guidelines. So, it appears that it’s more about the interactions between people in general and less about the consumption of content from friends and family.
Whilst publisher posts that don’t get any meaningful engagement won’t appear as prominently in the News Feed, posts that people actually comment on and share could be favoured more highly than before.
If you need help creating meaningful social content, we have a team of trained marketing specialists who can help you. Why not get in touch on 0800 084 3086 or email firstname.lastname@example.org today.