The mighty socialites of BCM had the privilege of speaking to the usually shy Facebook earlier this week. There was no word of how many grey shirts Mark Zuckerberg owns, however, we were reminded of the importance of Facebook’s recently announced organic promotional content update.
What is changing, you ask? Basically, from January 2015, Facebook will penalise any unpaid content on a Pages timeline that is deemed “promotional.” This penalty will result in the post reaching an organic audience of close to zilch.
Facebook defines “promotional” as:
1. Posts that solely push people to buy a product or install an app,
2. Posts that push people to enter promotions and sweepstakes with no real context, and
3. Posts that reuse the exact same content from ads.
Naturally, as this only applies to organic content, our paid strategies are still fair game. From the outside, it could look like Facebook has just strangled the last breath of air from the lungs of brands, but it’s merely another example that they’re a tiny bit scared of their competitors.
With users flocking to Tumblr in droves, our mate Facebook still remains at the top of the pack – so naturally user experience is key in staying there, not just more baby pictures and Kim Kardashians’ booty. At the end of the day, if user experience doesn’t come first, the value of advertising on the platform goes out the proverbial window.
I must admit, I’m actually a huge fan of all the recent changes made to the newsfeed, and this one is no different. Not only am I going to see less hogwash in my newsfeed, I’m also going to enjoy more interesting, fun and personalised branded content. As marketers, this update will challenge us to do better, and will separate those who can create meaningful relationships with consumers from those who cannot.
Amongst all of the upcoming changes, Facebook has stated they are, “also exploring ways to better customise Pages based on the industry a business is in.” So, before you start going all Eat24 on us and break up with them, there is a bright light at the end of the tunnel. Stay tuned.
Let us know your thoughts on this update (or questions) in the comments below.
Lachlan Stewart is a Social Media Specialist at BCM