Facebook Rolls Out Major Changes – Focuses On Personal Connections And Less On Brands

Facebook announced on Thursday that they will start to prioritize showing users more posts in the News Feed that come from friends and family and fewer posts or ads that are generated from brands and publishers. This has triggered a panic button on many businesses that rely on Facebook for growing their reach and influence online. What would happen to brands and investors that bank on the social giant? Will this be the end of Facebook Ads? Many people would want to know.

According to Mark Zuckerberg, CEO of Facebook, these changes are implemented so as to encourage the Facebook community to interact with posts that resonate on a deeper and more personal level such as posts from family members or your friends and colleagues rather than the posts from businesses that you follow.

Further, Zuckerberg mentioned that they have recently been receiving many feedbacks and reports that public content or posts that come from the media, businesses, publishers, and brands are crowding Facebook which can interfere with daily interactions with friends and family members. These business ads and posts are mushrooming and crowding the community everyday in bulk which can get in conflict with the primary purpose of Facebook – which is all about personal connections.

Facebook – Less Profit But More Value

Mark Zuckerberg also added something surprising. He said that Facebook expects that these changes would mean that people would start spending less time on using this channel. Engagement is also expected to go down when this change rolls out. However, the most important thing is that the time you get to spend on Facebook will be more valuable. Zuckerberg believes that providing real value to their users is more important than profit at this point.

This new change could negatively impact businesses due to the following reasons:

• This is really bad news for the media and for publishers who rely heavily on Facebook for organic marketing and paid traffic. Facebook business may not work as efficiently anymore with this change. Facebook is now telling businesses that their content wouldn’t have a wider reach or won’t go as far in the News Feed. This will definitely be a waste of time and resources for many brands and publishers who have designed their ads and pages for increasing brand awareness and relevance.

• Facebook also admitting that engagement would be low or that people will spend less time using Facebook would be a low blow for many investors who rely on Facebook for sales and profit. Essentially, the more people hang out on Facebook, the more ads will be consumed, and then Facebook also increases its profit. Less Facebook time would mean less profit for everyone (even for Facebook)

.• People who have been using Facebook to make changes in politics or in influencing or strengthening ideologies would greatly benefit from this new change in Facebook. You could probably hear the drumroll here but critics have already cried foul on Facebook because of this. They would state that Facebook has been constantly showing users viewpoints and content that they believe in or agree with which in turn creates that bubble mentality which prompted the uprising and creation of several leftists or hate groups on Facebook. There is just so much independence on these Facebook groups and pages that allow people to freely convene without the fear of any legal impediments whatsoever. This is something that you can’t possibly do outside of Facebook. Agents of Russia used Facebook as well as YouTube and Twitter to manipulate the results of the U.S. presidential elections.

• Fake news could be everywhere. People would now be able to freely share links of stories from any location which could include conspiracy sites. While this is still unclear, these recent changes in Facebook could trigger the spread of fake news.

• The changes that would roll out or are rolling out right now are there to encourage interaction amongst their members. You can’t really actively interact with brands or businesses on your news feed. Well, not in the same way with how you could relate to posts from family and friends who you know on a personal level. People are said feel crummy when they are not able to connect or establish interaction with these posts from major brands

A New Formula – A Personalized Approach

Facebook ultimately believes that it is their main responsibility to ensure user-experience is value-based and not just fun to use. Facebook is now focused on building and strengthening relationships within the community from people we know and not from brands that offer products and services. The goal here for Facebook is to encourage that feel-good moment for their users to enrich their well-being.

While this may appear as a self-defeating move, Facebook’s new line of strategy can actually roll in more profit over the long haul. They are looking into long-term gains right here which stems from providing more value to their users. Facebook is clearly sacrificing that short-term gain from many users hanging out on Facebook for long-term gain. They know that happier and more satisfied users are bound to come back and use Facebook more often.

This is a striking and huge move for Facebook. I must say this is a brave leap too. It’s risky because Facebook will be alienating a huge segment or a major group of users such as the publishers, media, and many brands out there who use Facebook for targeting consumers and creating conversions. Facebook is always in that habit of tweaking algorithms to get rid of publishers but they can always turn the tables around.

However, it is also clear that will the changes rolling out; Facebook is definitely taking a stand on what they believe in. Personal connections are prioritized more than publisher and brand reach which is the original purpose in the creation of Facebook. So, the social giant is basically going back to the basics with the changes happening for the benefit of majority of their consumers. The shifts in Facebook algorithms show this loud and clear for many brands out there.

Talk Soon

Ian Leishman

Leave A Response

* Denotes Required Field

CommentLuv badge