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Facebook’s Algorithm Update: Problem or Opportunity?
As part of its ongoing shift towards “connecting people with their friends and family” (aww!), Facebook has this week announced yet another algorithm update. No surprises here really; this latest tweak means users will see less content from brands and publishers, and more from their friends. It’s a continuation of several previous updates, all of which highlight Zuckerberg & Co’s aim to make the platform a place where friends’ stories are prioritised, and shared content is king.
Indeed, in a statement yesterday, Facebook’s Adam Mosseri noted that a decrease in publishers’ organic reach “will vary a lot by publisher, mostly based on how much of their referral traffic or their reach is based on people who actually share their content directly.” In other words, don’t expect shoddy content to perform organically. Articles, imagery and video still needs to be relevant to your audience in order to entice them to want to share. But this algorithmic shift will certainly add another barrier to that process, and (spoiler alert) for the many publishers who rely on Facebook as their primary platform for sharing content, solutions will ultimately boil down to $$$.
But the digital ecosystem is vast and expansive, with plenty of unchartered territory just waiting to be explored! Rather than relying exclusively on Facebook, brands should have an integrated approach to digital – that way budget isn’t blown on promoting one Facebook post before other channels have even been considered.
Though all of these platforms may not be right for your brand, it’s worth figuring out which combination will help you achieve your goals. The digital space is not a fixed constant, it will always offer new challenges and opportunities. A carefully thought-out strategy will ensure your brand doesn’t get lost in the noise, clutter – and algorithms!