Last week, Facebook CEO Mark Zuckerberg announced changes to the content Facebook users will be seeing. This latest Facebook update aims to prioritize meaningful interactions, which could impact the reach of business pages. What does this mean for your business?
What Facebook’s users see when they’re using the app has been evolving ever since Facebook launched, so don’t panic. The gist is this: Facebook is prioritizing content from “real people” over content from news, brands, and companies (this category includes your Page). This latest Facebook update emphasizes creating more meaningful social interactions, which means businesses need to rethink their content strategies to remain visible on users’ feeds.
The real change here is for news organizations, not brands and businesses. Back in 2014, Mark Zuckerberg announced that Facebook’s ambition is to be a personal ‘newspaper’ for its users, prioritizing content from news organizations over other Pages. So many businesses and brands have already felt the sting of Facebook preferring other content over theirs.
The organic reach of content (how many of your followers see a post without you promoting it) has been decreasing for years, forcing more businesses to put money behind their posts.
Nevertheless, Facebook is still important for your business. Why?
- They have people’s attention
Facebook still has a strong hold on people’s attention. Over 64% of Canada’s population log in to Facebook on a monthly basis, south of the border Facebook users an average of 40 minutes per day on the site.
- Facebook’s targeting is powerful and constantly improving
Did you know you can target people within a 5-mile geographical area? And you can target people through their email addresses on Facebook. And you can target people who have already visited your website, or a particular page on your website.
- The same targeting capabilities translate to Instagram
Instagram is a less crowded and more visual channel, that many users find extremely engaging (ahem, addictive may be a better word). It can work very well for certain types of businesses and best of all? It has the same targeting capabilities as Facebook!
- New ad types
Lead Ads – Lead ads on Facebook make it easier for potential customers to submit their information to you, via any device. These ads, which appear natively in feeds — have some information already pre-filled, based on the information customers have shared with Facebook. The best part? The user never has to leave Facebook to complete your form!
Canvas Ads – Expand your newsfeed story with a fullscreen experience. Canvas ads help you shorten the distance between your message and your customer. With Canvas ads, people can watch engaging videos and photos, and swipe through carousels —all in a single ad.
Interested in trying Facebook marketing for your business? Have any questions about your current Facebook marketing efforts? Let us know, we’re happy to help!
Frequently Asked Questions
What is the recent Facebook update about?
The recent Facebook update prioritizes meaningful interactions by favoring content from “real people” over posts from businesses, brands, and news organizations. This means that content from personal accounts will be shown more prominently on users’ feeds.
How will the Facebook update affect business pages?
The Facebook update will likely decrease the organic reach of business pages as Facebook focuses on content from personal accounts. This means businesses may need to adapt their strategies and potentially use paid promotions to maintain visibility.
Is the Facebook update only relevant to news organizations?
While the update does have a significant impact on news organizations, businesses, and brands will also feel the effects, as the priority is now on meaningful interactions. Businesses will need to rethink their content strategies to stay visible.
Why is Facebook still important for my business despite the update?
Facebook continues to hold people’s attention with over 64% of Canadians and U.S. users spending about 40 minutes per day on the platform. Its powerful targeting capabilities allow businesses to connect with their audience effectively.
How can I use Facebook’s targeting capabilities for my business after the update?
Facebook offers advanced targeting options, such as geo-targeting within a 5-mile radius, targeting people through their email addresses, and retargeting those who have visited your website. These features help ensure your ads reach the right audience.
