It's no secret that Facebook is constantly tweaking their news feed algorithm to improve their user experience. The social network is fast resembling a search engine with performance updates that can predict and suggest relevant information to its users.
How is your brand adapting to these changes? First, let us shed some light into the current state of social media marketing.
1) People Are More Adverse to Advertising
People simply hate ads. Ads have a bad name as more often than not, people associate them with spam.
Adblock Plus, an ad blocking software for desktops, tablets and smartphone browsers has been downloaded over 300 million times, across all platforms.
According to PageFair and Adobe, the total number of their ad blocking extensions downloaded worldwide was 144 million in 2014.
Facebook has responded to user feedback and reduced the the number of advertisements and Facebook brand page posts from appearing in the news feed. In contrast, a user will be seeing more of their friend's status updates instead for a more personalised feed.
2) Spam and Clickbait
Basically, any poor content or attempt to mislead users into clicking on links to take actions such as visit an unrelated website will result in a lower positioning or the post completely not appearing in a user's news feed.
Marketers have to be increasingly careful with their content marketing strategy and factor in Facebook's ever-changing rules for quality and relevant content on the news feed.
3) Content is the New Currency
Facebook's most recent update to the news feed algorithm will ensure that users see more of the content that they spend more time reading.
Developers at Facebook can even detect if a user is active on Facebook, whether they are reading posts on the news feed or simply just having a tab with Facebook open while browsing other websites.
What this simply means is that relevant content or interesting content that encourages users to read on will be valued more and therefore ranked higher on the news feed than content which is stale, boring or contain irrelevant information.
Step up Your Content Marketing Game
Good content won't make the cut, great content will. Content quality is more than ever important now.
Brands with Facebook pages will continue to face the uphill task of dealing with dwindling users and lacklustre engagement if their content quality is not meeting Facebook requirements or the high standards that are needed to overcome the competition from a cluttered news feed.
To solve your problem and adopt a quick and painless Facebook marketing solution, contact us.