What does this change mean?
It seems like there is some trouble in entrepreneurs’ online paradise, because Facebook will get back to its origin of a social platform. Well, the basic purpose of this change is the users’ wish to interact to family members, friends or work colleagues, not with business pages.
That’s right, as the newsfeed has recently deprived ourselves of interacting with our closest friends. Lately, we could not see how our best friends spent their time on vacation or where our high school colleagues spent New Year's Eve unless we have manually searched their profile.
Facebook activity has become a meaningless scrolling, which has led the management team to prioritize friends & family posts in order to keep users connected to people, places, and things they want to be connected with.
Who are the actors who influenced this decision?
The category that is particularly keen on this change is the Z generation, which considers that time spent on Facebook is becoming less and less qualitative for their aspirations, precisely because of the consumer-oriented approach and also because of their impossibility of online interacting with friends and family or even people who inspire them.
Just because of this interface dominated by themes that do not interest them, they gradually move to other networks, more modern and catchy for their passions: Instagram, Snapchat or Pinterest. In other words, while parents become active on Facebook, young people migrate to other networks. I think the main reason is that they get bored quickly, they need things to keep their interest alive. They enjoy a content dominated by videos and photos as the political or social discussions get them bored.
How will this change impact online businesses?
If we should make a list of the reasons why people join Facebook, the most important are: fun, family and friends, access to the latest information, and last but not least business.
Business? Yes, we all know that Facebook has gradually become a profitable environment for brand promotion. There here are no less than 1.37 billion users from all seven continents, so business posts can reach a very high target.
Once this change is made, we will predominantly see the posts of people we know and less those shared by business pages. In this way, the social networking encourages active interactions between friends and less the sales oriented initiatives of business pages.
So, what the admins have to do in this unstable climate with their business pages?
In this context, our mission is to come up with solutions to ensure that the ideas and creative projects we implement continue to reach people on Facebook pages. So what would be the kind of posts that could create engagement among users as a result of changes to the newsfeed algorithm?
• writing texts using a friendly and funny tone of voice – in this way, neither the reader nor the algorithm will sense so strong the difference between the posts on a friend's wall and the
• publishing ads to specific groups, in order avoid stressing out users with topics that are not in the top of their interests and concerns. So, we should post the latest major IT company projects or a smartphone launch event to a group of only technology-oriented people.
• celebrity endorsementcontacting and contracting influencers, those who do not feel this change of Facebook just because they have cultivated a personal profile and a community of thousands or even millions of followers who follow their daily activities. An example of a YAY climbing in Social Media is Chiara Ferragni, an Italian young woman who has created a fashionable empire over few years of presence on social networks. Millions of followers, likes and shares have led the Harvard Business School to contact her to make a case study on how to turn a passion into a very profitable full-time job.
• paid advertisements , specially designed to lead to a decision to purchase the promoted product. Paid posts do not have to reach people who are not interested in the subject. It is well known that you can not satisfy a whole market, so the solution remains to set a narrower target that would fit a well-defined category. More details on how this type of advertising works and how to interpret the likes, share, impressions and reactions of users can be found in an old blog article.
No less important, Facebook has also announced the penalization of websites that are not optimized for the smartphone and is being loaded in more than three seconds.
The change is here, get ready to face it!
Until next time, Cora