02 Oct Adapting your advertising strategy after Facebook’s big newsfeed change
Since the start of the year Facebook has been testing the Explore Feed. The little rocket icon has now made its way to the main navigation menu on both mobile and desktop. It hasn’t been rolled out to all users yet, but very soon Facebook users will be switching between the two feeds.
- Home Feed is the default news feed and is now only showing posts from users’ personal networks.
- Explore Feed shows content from Facebook pages.
Both are customized based on past interactions with content on the site and popularity of the content within a users’ personal network.
This change is a reaction to user demand for an easier way to explore new content while also seeing content from their personal network. In recent times, users were complaining that their feeds were saturated with pages content and they were no longer seeing content from friends.
This is a great change in the eyes of the user, giving them more control over the content they see and also being served content they are most interested in.
But it will change the way brands communicate with their fans and how they advertise to them.
BRANDS AND ADVERTISERS TO CONSIDER:
- User online behavior is going to change again:
- Facebook users most likely to first exhaust interest in home feed before exploring new content in ‘explore’.
- Actively searching for relevant content that will hold their interest (i.e. their motivation for being on the explore feed is to fill time), because content from pages is not placed on home feed – unless is it paid)
- Forces users to go directly to the page of interest to find what they are looking for (e.g. information or entertainment).
- Only sponsored content is visible in the home feed. Consequently, there are no significant changes for brands with a large budget for FB advertisement, and a low ratio of organic posts.
- Organic reach will decrease, moreover, significantly dependent on individuals (e.g. influencers)
- Therefore, a number of fans on a page became less relevant to reaching an audience and rose importance of WHO are your followers.
- The competition will increase for user attention, with competing for more attractive and “viral” content as well (which might lead to higher quality of posts, but it is not necessary).
- Facebook Groups are still visible in the Home Feed. Therefore, the importance of Facebook Groups for reaching audiences will rise as will sharing from personal Facebook profiles.
RECOMMENDATIONS FOR ADVERTISING:
- Engaging content. Now more than ever content must be attention grabbing and keep user interest. Facebook algorithm determines what it believes the user will find most interesting (adjusted to keep their short-term attention), so with each successful interaction, the content being at the top of explore feed increases.
- Boosted Posts & Dark Posts. Advertising budget will need to increase to compete for placement in both feeds, but especially the default home feed. Most efficient use of resources is to allocate budget for sponsored content to appear organically in users home feeds. Less need for creating posts on the site that will not be boosted and for like campaigns, the content itself will bring the likes.
- In order to organically reach people, brands will need to allocate part of their a budget on influencers, bloggers, celebrities and other people with a large following and number of friends on their personal Facebook profiles.
While the average user celebrates Facebook making their feed more relevant to them, businesses and advertising agencies must constantly evolve and become increasingly savvy to reach their audience as well as invest more in digital advertising.