It’s a whole new News Feed, but it’s no reason to be afraid.
- Facebook’s News Feed now prioritizes posts from family and friends over business pages, but that doesn’t mean brands are dead in the water.
- Content that fits into a feed full of personal posts (boosted with paid spend) will still connect with Facebook users.
- Popular Pays’ recent addition of a Facebook Ads manager to our platform allows marketers to seamlessly boost content on Facebook, as part of the content production workflow.
Change is good. It’s a concept you know works for your bed sheets, towels, and socks; and one Facebook recently applied to the heart and soul of their network, the News Feed. Reports about algorithm changes were confirmed by Facebook leadership: that going forward, posts from friends and family would be prioritized over posts from business pages. Changes to the Facebook News Feed may seem like an insurmountable hurdle for marketers, but not if they know a few key pieces of information.
As with any big change, there are some rumors to clear up: first of all, this is just a Facebook change. As of this writing, Facebook hasn’t announced any changes to the Instagram algorithm. This change is just for organic, and won’t affect the ads algorithm. Also, despite what that viral post your uncle shared may have told you, Facebook is absolutely not limiting your News Feed to 26 friends. So what is the big change about?
According to Facebook, their aims are to help people spend less time with passive content (scrolling/liking) and more time with interactions that feel meaningful (commenting/messaging). It’s a return to what Facebook originally was: a way to stay in touch with the people in your life. One of the company’s expectations is that people may spend — stay with me — less timeon Facebook in the immediate. Facebook wants the time people do spend on their network to be filled with content they connect with and that feels welcome in their feed of friends and family. In a New York Times interview, Mark Zuckerberg said of his goals for the News Feed overhaul, “We want to make sure that our products are not just fun, but are good for people.”
All great aims, but what does it mean for you as a marketer? The days of seeing engagement with your business page’s organic posts are over. You’ll need to put paid spend behind any of your Facebook content to reach their audience of 2.2 billion active monthly users. Not to put too fine a point on it: “Posting to Facebook Without Paying is a Waste of Time,” as Mike Proulx recently put it in an AdAge opinion piece.
I know what you’re thinking: Great, another step in my social content workflow. No need to set your internal monologue to “bemoan” yet. One thing to remember is that putting paid spend behind Facebook content lets you reach a highly-targeted audience. No more just crossing your fingers and hoping you picked an influencer who has followers that look like your customer.
The really good news about all this is that just this week, Popular Pays launched a Facebook Ads integration on our platform. We already have a platform that streamlines your content workflow, and helps you produce content with creators. Now we’ve added an integration in the platform that takes your finished content, imports it directly into Facebook Ads Manager, and puts it to work for your business. Any final approved asset from your campaign is ready to become a boosted post.
Any big change to a social network is going to take some recalibrating for marketers. Luckily, we’re right here alongside you. We’re always improving our platform, to help marketers’ workflow and to keep up with ever-changing social networks. We’re here to guide you through this shift, and we’ll be on top of the next one too.