With more than 2.07 billion monthly active users, Facebook is without a doubt one of the strongest social platforms that ever existed and might ever exist. This popular platform offers users endless hours of entertainment, gives people a place and method to interact, catch up on news and to have fun. Facebook is also one of the best marketing platforms for businesses. The platform is fantastic for creating brand awareness, engaging with customers and for giving the world a much better idea of your company as well as products and services.
But the Facebook chief executive, Mark Zuckerberg, is planning on quite a lot of huge changes that are going to force businesses and marketers to step up their game if they want to continue to enjoy marketing success on this popular platform.
Facebook’s big plan change for 2018
After conducting research and engaging with communities Facebook researchers and chief executive, Mark Zuckerberg noticed that people don’t enjoy the platform as much as they used to. Much more time is being spent on Facebook than ever before, yet people engage and interact less with one another while spending time on this supposedly social platform.
Mr. Zuckerberg commented that; “We’ve gotten feedback from our community that public content – posts from businesses, brands, and media – is crowding out the personal moments that lead us to connect more with each other.”
Intensive marketing campaigns across the globe have resulted in businesses flooding channels with marketing content. While marketing content is fabulous for business reach and growth, the content proves to be too diverting for Facebook users and results in more time spent on reading this form of content while very little time is being spent on socializing and interacting with one another.
Facebook is planning on decreasing the efficiency of marketing posts and increasing the reach of social and community posts. Mr. Zuckerberg believes that these changes will decrease the general amount of time users spent on the platform but will once again bring people back together again, promote social interaction and return Facebook to its initial goal which is to help communities unite, interact and have fun. Mr. Zuckerberg also states that “I expect the time you do spend on Facebook will be much more valuable.” This is because feeds will be more focused on community posts with less focus on business and marketing content.
What this means for businesses?
Generally this big change is going to mean that marketing teams and organizations will have their work cut out for them if they want to continue enjoying the same post results as they used to. Organic marketing was already tough due to the fact that Facebook is a highly competitive marketing platform but pretty soon organic reach might be entirely dead. Only boosted posts and advertisements will soon make their way to the social feeds of Facebook users.
The good news is that spamming feeds will greatly be reduced since spamming businesses usually don’t invest as much on marketing campaigns as organizations generally do. Paying customers will enjoy much more positive result for marketing campaigns and can easily outshine competitors that don’t do their part when it comes to online marketing. Viewers will enjoy a more peaceful Facebook experience and their attention will be guided towards promotional content that actually appeals to them.
The bad news is that Facebook marketing will become more expensive and marketing strategies will have to be much more target based and specific to derive success. Marketing experts will have to dig a lot deeper and ensure that every post they share is completely goal oriented, designed to promote conversion rates, appeal to a specific audience and captivate the attention of customers.
The 2018 changes in Facebook will without a doubt have a great impact on the way social experts handle their marketing campaigns but those that are aware of these changes can without a doubt enjoy good success if they adapt marketing strategies accordingly.