Our Perspective on Facebook’s News Feed Updates
On January 11, 2018, Facebook announced it will be tweaking its News Feed algorithm over the next few months to “prioritize posts that spark conversations and meaningful interactions between people” and to “prioritize posts from friends and family over public content.” The announcement included a post from CEO Mark Zuckerberg who stated that by focusing on bringing people closer together they can help make sure Facebook is time well spent.
We have been talking to many of you as well as our Facebook partners and wanted to address any questions you may have. The short answer is, Facebook’s fundamentals are intact, and we aren’t seeing an impact to advertising.
Recent news about a dip in Facebook daily users being down may not be a bad thing. After all, not all traffic is created equal and what advertisers want is an engaged audience of high quality (read: buyers).
Facebook is determined to provide the most engaging user experience – which we love – and hope you continue to focus on that. To that end, a couple of strategies we recommend:
- Respond to every post (even on ads) to see if that makes a difference. We have not reached any definitive conclusions yet and are currently testing, but it will not hurt for you to be proactive and what you learn about your customer base could be revealing.
- Create relevant content and engaging ads that are meaningful for your audiences. This is why we focus on creative. Quality, as defined as an ad attracting qualified customers, always wins out.
New Engen is built on constantly adapting to technology, whether it’s Facebook, Google or Microsoft, to grow our clients’ businesses. From working deeply in these technologies and with a vast number of companies across industries, we have an understanding of these changes at the macro level. It’s our competitive advantage.
We embrace these changes and look forward to working closely with Facebook and the business community as they evolve. As we have, we will also continue our mission to optimize our clients’ Facebook strategy and improving ad performance.