6. #1 // MORE FRAGMENTED
No content
from pages
Which now
goes here
7. #1 // MORE FOCUSED
All about the
newsfeed
Which is now
more filtered
than ever
Sidebar ads
becoming
less central
8. #1 // MORE FOCUSED
Seamless desktop &
mobile experience
9. #2 CHANGES FOR USERS
(POSSIBLY)
MORE MORE
MORE
CONTROL ATTENTION
INTENTION
10. #2 // MORE CONTROL
We now just
see what we
wish to see
11. #2 // MORE ATTENTION
No clutter,
just the stories
12. #2 // (POSSIBLY) MORE INTENTION
More filters
means more
predisposition
to see specific
filtered content
13. #3 CHANGES FOR BRANDS
(EVEN)
LESS LESS
MORE
REACH QUANTITY
QUALITY
14. #3 // LESS REACH
More filters
means less
places where
our content will
show up, so less
organic reach
15. #3 // LESS QUANTITY
This means more content doesn’t create better
results, just more clutter. And users now can
avoid that by filtering us out.
So we shouldn’t focus on quantity.
16. #3 // (EVEN) MORE QUALITY
Since organic reach is getting increasingly
lower, we should focus on:
• Better content
• Tactics to make that content visible
17. #3 // (EVEN) MORE QUALITY
SO…
Instead of a post per day, we should create e.g.
3 posts per week, one of them a sponsored
story.*
* Defined according to variables such as available budget and established content strategy.
19. #3 // (EVEN) MORE QUALITY
LESS MORE
FREQUENCY RELEVANCY
20. #3 // (EVEN) MORE QUALITY
DISTRIBUTED CONSISTENT
AD ENGAGEMENT
BUDGET RATES
21. #3 // (EVEN) MORE QUALITY
WE SHOULD FOCUS ON
High-impact posts
Frequent sponsored stories
Strong visuals (but other formats too)
22. #3 // (EVEN) MORE QUALITY
WE SHOULD AVOID
Promoting contests (except if app)*
Posting “just because”
Post irrelevant content (for people)
* We see an opportunity in promoting email contests exclusively for the brand’s mailing list, since it’s a good
motive for more people to subscribe.