In early January, the company tweaked the News Feed to emphasize posts from friends and family. In practice, that means that users will see fewer organic posts from brands and publishers. With these latest News Feed changes, ad prices are likely to rise. If Facebook ads have been a mainstay of your media diet, you might want to ponder how you can take advantage of changes caused by these News Feed tweaks. In particular, the change will affect publishers’ branded content efforts, which had offered a 50-70 percent margin. Consider using Messenger. While Facebook limited brands’ presence in the News Feed, the company is eagerly soliciting marketers to try out Messenger. Boost the quality of your content. If you continue to advertise on Facebook, make it count. As Facebook’s changes sink in, publishers will work harder to build their own brands and marketers will experiment with different formats.
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Facebook’s News Feed is very much a moving target these days. In early January, the company tweaked the News Feed to emphasize posts from friends and family. In practice, that means that users will see fewer organic posts from brands and publishers. More recently, CEO Mark Zuckerberg said that the platform will highlight more local news.
Some have speculated that Facebook’s identity crisis will cause a downward spiral. Business owners might want to consider advertising elsewhere while Facebook figures out what it wants to be. That may be bad news for some. Startups in particular have become adept at using Facebook’s ad-targeting capabilities. But as I’ve been arguing for some time, Facebook is a poor vehicle for advertising messages, especially video. With these latest News Feed changes, ad prices are likely to rise.
If Facebook ads have been a mainstay of your media diet, you might want to ponder how you can take advantage of changes caused by these News Feed tweaks. Here are five ways to do that:
Make better deals with publishers.
Though Facebook has said that the changes will take months, publishers are already freaking out about the prospect of losing Facebook-based pageviews. In particular, the change will affect publishers’ branded content efforts, which had offered a 50-70 percent margin. In the short term, some publishers are doubling down on notifications, a tactic that’s sure to annoy users. Since advertisers have been gravitating these past few months to brand-safe A-list publications, the News Feed changes give them a stronger hand in negotiations.
Consider using Messenger.
While…
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