Do you want to build market share via Facebook? Copywriters Words by Page Ltd see Facebook’s new priority as a chance to innovate.
On Friday 12th, Zuckerberg posted that they were responding to user concerns about their newsfeed saying:
“I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions,”
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”
“And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
Social media content creators are going to feel impacted by Facebook’s announcement as traditional boosted posts and ads will become less prominent in newsfeeds. Campaign budgets, targets and ideas about what makes a successful social media ad are all going to be affected. If marketers don’t respond and change their content, they will start seeing poor returns for projects that would have done well before the algorithm update.
For copywriters and marketers who reach their audience through social media, this means regular paid posts will become less visible while content that encourages ‘meaningful interactions’ will do better. Our content focus has to change to develop those kind of interactions if we want to reach the desired audience.
This is massive. Organisations across the world are having to rewrite their marketing plans to focus on interacting with their audiences. But what does that mean?
It is time to really get to know your audience. Who are they? What makes them tick? Why do they go on Facebook? What can you offer them to interact with you? Marketers need to incentivise their audiences to interact with them and each other in ways that have value. Simple ‘Like’ campaigns are not going to do well any more as that isn’t a meaningful interaction. Copywriters need to develop content that encourages responses and sharing while marketers will need new game plans in light of Facebook’s algorithm changes.
“This is a real chance to disrupt existing markets.”
Emma Page, director and head copywriter at Words by Page Ltd, sees this as a fantastic opportunity to reposition her clients. She says, “This is a real chance to disrupt”. Early adopters and innovators with new styles of content that truly engage their audience will benefit from this algorithm change. Some businesses will actually see stronger responses and build brand loyalty as they reach out in stronger and better ways.