A major change about Facebook Algorithm was recently announced by Mark Zuckerberg, on January 11th on his Facebook page.
“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups”, announced Mark Zuckerberg. “Since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do — help us connect with each other.”
Filter bubble phenomenon will be strengthened as people will be shown more post from friends and further attaining politics creating a politically divided world.
The information about the Newsfeed is not new, since the split between two feeds was already announced to be tested in other countries
However, with this announcement, Mark Zuckerberg goes one step further. The news feed will favor people, which means posts from friends while it will negatively impact the visibility of pages.
In his statement, the founder of Facebook wrote : “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” VP of News Feed Adam Mosseri adds, “I expect that the amount of distribution for publishers will go down because a lot of publisher content is just passively consumed and not talked about. Overall time on Facebook will decrease, but we think this is the right thing to do.”
Active engagement is prioritized over passive engagement, such as video watching, according to Mosseri, VP and Product Manager of Facebook Newsfeed. He favors live videos over other videos.
Zuckerberg said that “Protecting our community is more important than maximizing our profits,” and today wrote that “We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being.”
This new Facebook’s algorithm may be essential to keep the initial goal of the social media and promote social cohesion instead of making that tool exploitative.
The move of the company may seem to injure publishers who’ve produced businesses exclusively dependent on Facebook. Actually, it is unusual for a public company to be willing to reduce its own work in order to offer its customers a healthier lifestyle.
The question is : what is the impact on advertising ?
Sponsored posts were already considered necessary before this update if you wanted to reach a significant portion of your fans. Indeed, the present day situation shows an organic reach of 1 to 3% for large business pages.
Therefore, as a consequence of this, genuine engagement on your posts could be generating more organic reach than before.
Businesses with a social content strategy could be more inclined to sponsor their publications.
The certitude is that the more ads Facebook will have to distribute, the more competition advertisers will face to get their ads shown. As the competition increases, the prices might raise consequently.
However, the last few years have shown that Facebook focuses on developing new placements to prevent saturation and price increase.
Last year, Facebook opened a new placement in the Messenger apps. We can expect Whatsapp to open new placements in the future.
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