Facebook just announced sweeping changes to the way they will treat publisher content within the News Feed. Posts from friends will be weighted more heavily than posts from pages, and this change will result in lower reach for content published by publishers and media companies.
We want to share four steps you can take to deal with these changes:
1: USE SOCIALFLOW INSIGHTS TO MEASURE AND ADJUST
Insights from your SocialFlow dashboard will help you identify the types of content that will succeed under these new standards. You can identify content that has garnered shares and comments, and then use SocialFlow to easily recycle those posts, or create similar content.
2: AUTOMATE AND OPTIMIZE YOUR PUBLISHING.
SocialFlow allows you to distribute your content with less effort, giving you more time to focus on strategy and content creation. As Facebook rolls out its changes, we will continue to adjust our algorithms to prioritize content that we predict will create meaningful interactions. That’s the standard Facebook will be using to prioritize content in the News Feed.
3: CONTINUE YOUR SPONSORED EDITORIAL POSTS
Paid posts are not affected at all by these changes, and we continue to see publishers have great success selling sponsorship of their high-performing editorial posts. Advertisers want to be associated with the best-performing content, in a brand-safe way, and directly in the News Feed. Our AttentionStream offering provides publishers with revenue that is not dependent on referral traffic.
4: REBALANCE YOUR PLATFORM PORTFOLIO
Now is a good time to evaluate the balance of content going to different platforms. The consumer attention given up by Facebook will be picked up elsewhere; you should reassess the amount of content you distribute to Twitter, Apple News, LinkedIn, Pinterest, and Instagram.
Our clients produce much of the world’s best and most engaging content, and we look forward to continuing to help you receive fair value from the platforms on which that content appears. Please reach out if we can be of help.