Last week Zuckerberg unveiled Facebook’s biggest algorithm change to date, that favors content from friends and family over posts from business, brands and media. Although publishers are panicking by the loss of Facebook exposure and referral traffic. Facebook ad buyers should be relatively unscathed by the algorithm change.
For starters, Facebook has said that the new algorithm won’t affect paid posts. Hurrary! However, the new algorithm will come down harder on clickbiat style promotions (“Share our product if you love Jesus”). Meaning that if you are a brand creating meaning ads that result is a positive customer experience, your still golden, no need to panic. If not, now is the time to get your shit together.
Clickbate like this will no longer survive:
Brands already get little visitability from unpaid content on Facebook as most content published to a brand Facebook page is not shown to your audience. Thus the new change is likely to mean that even less of your content is shown to your audience. Meaning that if a large part of your time is spent on organic reach, then maybe you should now focus those efforts elsewhere.
It’s unclear if Facebook’s new algorithm will deprioritize Facebook Live, as there have been mixed messages about the matter. If Facebook does not deprioritize Facebook Live, brands could continue to use Live to get into the news feed without using paid ads. I will post another article, on another date, about making the most of Facebook live.
Most marketing executives say that it’s too early to determine the effect of the Facebook algorithm change. Some ad execs such as James Douglas, svp and executive director of social media for Society, said CPM and cost-per-click rates for Facebook ads will likely increase because inventory on the platform will probably decline if publishers take a hit. Whereas others may feel like less inventory on the platform will only decrease competition and lead to higher ROAS, which is what we all want.
Only time will tell.
To be on the safe side, it would be wise to hone your Instagram ads, just in case you need to move ad budget away from Facebook.