Facebook advertising: Quality over quantity
So Facebook makes an algorithmic change, the end result, mad panic and hysteria!
In contrast Google makes on average 550 changes to its algorithm every year, why? To improve the
overall customer experience and ensure that the content we are served is relevant – exactly the
same as Facebook are trying to achieve with their latest change.
I’ve read what feels like literally hundreds of posts and articles this year already about the
detrimental effect this is going to have on publishers, brands and media companies, the truth is, I
actually don’t think things are going to be all that bad. In fact the complete opposite, I for one am
sick of waking up every morning and scrolling through my newsfeed only to see advertisement after
advertisement and tons of sponsored content that has zero relevancy to me and my everyday life,
clearly I am not alone!
Facebook has plenty of reasons for making these changes, main factors including the negative
publicity of late, particularly surrounding the US general election and fake news, but more than that
has to be overall user experience. It is of no surprise that Facebook numbers have been slowing and
sentiment has not been as positive as in previous years, due to all the clutter it does feel that the
‘social network’ has lost its ‘social’ element!
How will this effect brands?
The days of organic reach are definitely over. Businesses already have to invest in ads on Facebook
to get their content in front of their audiences. But there will be fewer opportunities to buy ads, so
the prices will be higher. However, the relevance and return is likely to be much larger. Quality will
prevail and the ‘spray and pray’ approach used by most advertisers recently will no longer drive
I think the change will also impact the way that we talk about the value of Facebook for advertising,
and that the meaningful interactions that are important in paid really are about driving business
outcomes, and not about driving engagement for the sake of engagement.
If anything, this update will further support the point of view I have on using paid social to drive true
business objectives—not engagements—for a while now. It will also impact the way we monitor the
performance of any boosted content, in case we do see an impact there.
Additionally, paid placements are largely unaffected by the change. Advertisers who boost organic
content may see a small impact if the content did not receive enough meaningful interactions before
it was boosted, but I really think the impact will be minimal.
My advice to brands is to:
• Publish less content via your Facebook page, but focus on more meaningful content that
reinforces key brand messages
• Use Facebook advertising for awareness and promotions
• Stop any engagement baiting in your posts now—the kind of posts that say, ‘Like this for yes,
angry for no,’ and so on. This will not work
• Stop posting any content with a link to your blog or website. You cannot rely on Facebook
• Go back to your community and produce content that encourages meaningful one-to-many
discussions – engagement your followers, like the good old days!
• Produce more live videos (not pre-recorded ones). Facebook said Live videos are totalling six
times the interactions of non-Live videos.
• Look at setting up groups to build your community – this will ensure you are pushing
relevant content to the right people, a sure way to increase the number of meaningful interactions
• Look at the areas that are growing. Chat bots and messaging should now be a definite focus,
alongside your Facebook brand page, creating and maintaing one-to-one conversations with your
followers will be key – Social CRM is the way forward!
Lastly, one of the real winners, apart from consumers, has to be influencers. Connecting with
Influencers who have a growing audience that they truly understand will be at a premium for most
marketers. It will continue to be the most effective way to influence consumer behaviour via social
media and beyond.
The key is for Influencers to have a deep understanding of their followers and of their brands equity.
The real question is, will Facebook begin to regulate Influencers and treat their organic content the
same as businesses? Will they use the algorithm to measure the amount of posts from Influencers
that seem to contain brands either in the content or caption and begin to penalize their reach just
like the media companies and businesses? After all, Influencers began their accounts as regular
people, connecting with friends and family and not partnering with brands. Only time will tell!