Facebook announced last week that they are taking news out of their feed, this will impact your social media marketing and how you creatively communicate your brand.
“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,” Zuckerberg said in a Facebook post. Zuckerberg basically called news a downer, and said the passive consumption of articles and videos led to low morale among users. It says more posts that encourage conversation among friends will help build community and well-being. Bottomline it will more than likely only affect large news organizations and companies that rely on the news feed for national promotions.
News organizations more widely impacted than consumer brands
This means that companies that relied on Facebook solely to deliver traffic to their website now need to adjust their spend and how they manage social media marketing. It means that authentic posts that get true likes and shares will still get thru put. The platform in general lost engagement from August through September this year, dropping down 7 percent and 4.7 percent, respectively, compared to the year prior.
Facebook is also clearly trying to define itself against Twitter which been largely used for news and negative commentary.
This is smart for Facebook since they don’t want to be in the business of policing the efficacy of news stories. The backlash of publishing Fake News isn’t worth it.
At BRITE we believe great storytelling, inspiriting creative and authenticity are the key to success for any brand. Our social media managers are constantly considering what changes mean for our brands.
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