How Facebook’s New Explore Feed and Ad Transparency Will Affect Marketers

By kniemisto

Old Man Yells At Cloud Meme

Like any good company, Facebook is constantly adapting and changing to the world around us. And while some of the changes leave me standing on my front porch, yelling at kids to get off of my lawn, many have me excited, both as a user and as a marketer.

Whenever a new update comes out, I instantly go into pro-active problem-solver mode: “How will this change things for our team? How will our strategy need to adapt in order to stay ahead? What exciting opportunities does this present for us?”

So when the news spread about Facebook’s latest; testing two separate feeds, one dedicated space for friends and family and one for pages, I immediately started thinking about what this would mean for my marketing cohorts and how we would need to adapt our strategy. The two feeds are currently being tested in Sri Lanka, Bolivia, Serbia, Guatemala, and Cambodia in an effort to understand if people prefer to have separate places for personal and public content. Though Facebook was quick to clarify that they have no plans to roll this out globally, the reality is organic reach for Facebook has been on the decline for years. Additionally, Explore Feed rolled out globally on October 23 with the goal of allowing users to discover more content beyond posts from friends and pages they like and while this isn’t the exact same as the testing going on in six countries, it’s always good to be prepared.

How can marketers stay ahead of Facebook’s changes, should the two newsfeeds roll out globally? What organic best practices can we utilize now to make sure we’re thinking ahead? Four experts from our digital team were able to offer not only insights but potential solutions.

Implications For Advertising

Scott Minor, Online Marketing Program Manager, says, “I’m glad to hear this isn’t planned to go global. I wonder to what extent Pages (Brands) could counter this move by having employees and influencers share posts to increase organic reach? From the advertising side, I’m more concerned with how crowded the News Feed is becoming. That has been our most effective placement for ads. Particularly for our smallest, most targeted audiences, we may have to deploy more placements like Instagram, Audience Network, and others.”

“To me, this sounds like Facebook is inching closer to a Google Adwords approach—a bidding war between advertisers. Big companies may not feel a difference but I imagine that this will greatly impact small businesses. It’s already difficult to advertise against competitors online with a minimal budget. What differentiated Facebook from search engines was the fact that you can like a page. Even if they’re not advertising or spending heavily, SMB pages have a better chance of being seen if they’re able to achieve a user’s Like. It sounds like, through the introduction of a separate news feed, small pages’ paid posts will sink under big-pocket competition and organic posts will never see the light of day again. Go to the full article.

Source:: Marketo

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