Facebook's New News Feed is bringing changes to the platform, as well as changes for users and brands. Here's what we believe comes next.

1. FACEBOOK
NEW NEWS FEED
What it means for brands

2. CONTENTS
#1 Changes in the platform 3
#2 Changes for users 9
#3 Changes for brands 13

3. #1 CHANGES IN THE PLATFORM
MORE MORE MORE
VISUAL FRAGMENTED FOCUSED

4. #1 // MORE VISUAL

5. #1 // MORE FRAGMENTED

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.

18. #3 // (EVEN) MORE QUALITY
DAILY FREQUENT
UNSEEN EFFECTIVE
CONTENT CONTENT

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.

23. THANK YOU!