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Facebook tries pushing Non-Promoted Posts to Secondary Feed!

Facebook tries pushing Non-Promoted Posts to Secondary Feed! A move to get all brands to opt for advertising?

Earlier this month during an interview with Mike Allen, Facebook COO Sheryl Sandberg said that,
Facebook is not a media house. How it is still a tech company that hires engineers and not journalists. “

So, “is Facebook a media house?”

Let’s find out.

Yes, Facebook is responsible for distributing information to billions, run targeting advertising to help brands reach the right audience, also coming up with their new channel to show original series but it is not a media house!

Undeniably there are not one but quite a few similarities in way popular media houses function and the way Facebook functions. With every passing year, more and more brands join Facebook for purely advertising purposes. There are constant changes done to the way Facebook advertising works. The focus on building engagement, pushing relevant traffic to websites, capturing leads and driving sales through custom audience. Facebook has always worked on solving a lot of brand issues from advertising. Yet, it is not a media house.

Facebook is now trying out pushing non-promoted posts to a secondary tab and keeping friends feed and sponsored content to a primary tab. This has been tried out in a few counties like Bolivia, Cambodia, Guatemala, Serbia, Slovakia, and Sri Lanka. Brands have already started seeing a drop in their organic reach by about two third which has been the lowest ever.

It’s not the first-time Facebook introduced a new feature that drastically affected the performance of many brands.

Back in the year 2012 Facebook reduced its organic reach by about 40% where brands could no longer reach their own fans. Mind you, most of which were bought using Facebook Like ads.

Through its algorithm, Facebook tries to show users what they have interacted with the most in their news feed. Basis the profile and interactions of the user they see sponsored ads. It seems to be quite balanced with friends feed and news feed both coexisting in one tab.

If the new change in pushing non-promoted posts to another tab then brands will have to stop creating content that they don’t want to promote.

Isn’t it a wastage of time and effort to create content that has no potential of reaching the right audience? Or some audience? Any audience?

No there is no chance.

The reach of organic posts is anyway really low, thanks to Facebook’s always changing policies. Owing to the new change (which right now is just in trial) if Facebook explicitly tries to push non-promoted brand content under a separate visible tab then the chances of survival of non-promoted organic posts are slim.

Do we ever really log into Facebook to check what are brands posting?

That is never a primary objective & never will be.

Jumping back to the first point of, “is Facebook a media house?”

Yes it most certainly is. Pushing of organic content into a tab where it may not get noticed at all will only make brands opt for sponsored content. The obvious strategy of Facebook is to slowly leave brands with one option which is to buy media on the platform.

image source: google

Originally published at clicksdaily.in on October 24, 2017.




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