What are the changes Facebook is making?<\/b><\/span><\/p>\n With the change in algorithm, the visibility of organic posts by brands will decrease<\/b><\/span>. This could be a concern for the 6 million businesses that advertise on Facebook.<\/p>\n The second change is the bigger concern. Facebook plans to make the platform less addictive to encourage time well spent versus more time spent<\/b><\/span>, reducing the overall usage of the platform. Mark Zuckerberg wrote, \u201cNow, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down\u201d.<\/p>\n With this second change, users will spend less time on Facebook which means lesser opportunities for brands to reach their audiences through organic posts<\/span><\/b>. Let\u2019s take a look at Facebook\u2019s current revenue model and what the new model is likely to look like.<\/p>\n Drop in Organic reach<\/b><\/span><\/p>\n Over the past few years, brand pages on Facebook have been seeing a decline in their organic post reach. There were two reasons that Brian Boland, Facebook\u2019s VP for Advertising Technology mentioned back in 2014-<\/p>\n In 2007, when \u2018fan pages\u2019 were launched, admins were under the assumption that all their organic content was reaching their followers. It was only in 2012 that they learnt that only a fraction of their Facebook fans were seeing their posts. This was at a mere 16%<\/a><\/strong><\/span>.<\/p>\n It was then reported (in a study by Edgerank Checker<\/a>) that this number further dropped from 16% to 6.5%<\/b><\/span> between February 2012 and March 2014.<\/p>\n Further research from Social@Ogilvy<\/a> suggests that for pages with more than 500,000 likes, organic reach could be as low as 2%!<\/b><\/span><\/p>\n In 2016, Facebook tweaked its news feed algorithm again to further prioritize content. Lars Backstrom, Facebook\u2019s Engineering Director warned page organic reach could dip further<\/a> which left reach at less than 2%<\/b>. Between January and July 2016, page managers saw a decline of 52% in organic reach.<\/p>\n (source: Ogilvy.com)<\/p>\n With the new changes announced, this could mean that organic reach for brand posts will be almost non-existent!<\/p>\n So what are the changes for?<\/p>\n Facebook\u2019s Revenue Model<\/b><\/span><\/p>\n Current Model<\/b><\/p>\n Facebook\u2019s business model is driven by advertising revenue. The revenue model is:<\/p>\n The 4 metrics are defined below:<\/p>\n New revenue model<\/b><\/p>\n With decreasing opportunity for brands to reach their audiences due to decreasing time spent on the platform, the need to reach audiences through ads increases. The new model will probably look something like this:<\/p>\n What does this mean for you?<\/b><\/span><\/p>\n With the decrease in opportunity to reach target audiences, we predict:<\/p>\n How can business\/ brand pages continue reaching their customers?<\/b><\/span><\/p>\n While it\u2019s not certain exactly how these changes will affect brands, there are few things brands can do to continue reaching their customers:<\/p>\n Conclusion<\/b><\/span><\/p>\n In my six years work experience with social media, I\u2019ve come to realise the importance of valuing your followers. And, as difficult as it may be through a computer, it\u2019s important to provide conversation, engagement & customer support as close to human interaction as possible.<\/p>\n With things changing often and quickly in the digital world, there\u2019s no real cause to worry about social media algorithm changes if your priority has always been and will always be providing quality content to your followers. Do let me know in the comments section below if there\u2019s anything else you\u2019d like me to address on Facebook\u2019s changes. Until then, ciao!<\/p>\n Reseller Hosting<\/a> | Windows Reseller Hosting<\/a> | Cloud Hosting<\/a> | VPS Hosting<\/a> | Managed VPS Hosting<\/a> | Dedicated Server Hosting<\/a> | Windows Dedicated Server<\/a> | Managed Dedicated Server<\/a> | Linux Shared Hosting<\/a> | Windows Shared Hosting<\/a><\/p>\n\n
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