JAN
13

Marketers Say Facebook’s News Feed Update Will Be ‘Nail in the Coffin’ for Organic Posts

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As Facebook FB -4.47% revamps its news feed, marketers are assessing their strategies on the platform and bracing to shell out more money to get brands’ content in front of users.

On Thursday, Facebook said it would begin prioritizing posts shared and discussed among users and their friends over posts from publishers and brands as it looks to amp up “meaningful interaction” on the social-media platform.

While media outlets may be worried about significant traffic declines from the adjustment, advertisers are all too familiar with Facebook’s routine algorithm changes. Over the years, constant tweaks have diminished the reach of brands’ content, forcing them to put more ad dollars behind their posts to make sure people see them.

Marketers expect the latest overhaul will go even further, making it virtually impossible for Facebook users to see companies’ organic posts—those distributed by brands without paying to promote them. That will likely drive up ad prices and push companies to consider other advertising vehicles on Facebook beyond the news feed, some ad buyers say.

“It’s just an amplification of pay-to-play from Facebook,” said James Douglas, head of media at Reprise, a digital agency owned by Interpublic Group.

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OCT
25

Facebook splitting news feed could force companies to re-think social media marketing

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On Monday, Facebook announced that it is experimenting with splitting its news feed into two sections, one for friends and one for pages, in six countries. But don't expect to see a global launch anytime soon, according to a blog post by Adam Mosseri, Facebook's head of news feed.

Users in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia can now see the separate feeds, the idea for which came from user requests for an easier way to see friends' posts. One section of the feed shows statuses and other updates from friends. The other section, called Explore, shows updates from pages and businesses that the user follows.

"The largest brands and media companies are already using paid products to promote their posts and content, so in parts of the world where this limited test has been rolled out, I think we can expect to see brands that can afford to spend for promotion doing so even more robustly," said Melissa Parrish, VP, research director at Forrester.

Mosseri clarified that this is only a test, and said Facebook has no plans to launch the split feed in additional countries. However, the company may perform additional tests in the future.

SEE: Social media policy (Tech Pro Research)

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