Mark Zuckerberg has stated plain as day that users will see a lot less posts from business pages – and more content from their friends and family.
1. Flat out – expect to see your page’s reach, referral traffic and video watch time decrease. Organic has been “dead” for a while for most brands, but this is Facebook signing the death certificate.
2. As more businesses continue to fight to be seen in the newsfeed, expect the cost of advertising to on the platform to drastically increase.
3. Poorly performing ad sets, a result of bad creative, poor copy or irrelevant targeting are going to cause a bigger hole in your advertising budget.
4. Click-bait and the effort to spread paranoia isn’t going to work, as Facebook is going to prioritise personally “meaningful” interactions, and not the volume of interactions.
5. Content that gets people to interact and comment will surface higher, but engagement-bait is going to be penalised. Sorry marketers, but you’re going to have to figure out a way to get people to take interest in what you say without giving away freebies or asking for likes to enter a contest.
As a user, this excites me.
As a marketer, this means getting very particular about media planning.