- Facebook Zero F**cks Given
Every morning, our social media maverick Nathaniel writes an internal staff roundup on whatever hot topics have blessed our screens over the last 24 hours. Today I decided to start sharing them because they’re too good to keep tucked away.
Good morning all,
Welcome to this very special Facebook Zero edition of the Mr Harry’s Marketing Department daily media report.
In the grand tradition of Year Zero, Ground Zero and Coke Zero comes Facebook Zero — the new algorithm update intended to make the dead-eyed, social media-addicted populous spend even more time on Facebook. Here’s what it means for us.
What is Facebook Zero and why should I care and where are my pants?
The Facebook algorithm will now be prioritising “meaningful” person-to-person interactions. This is intended to transform the Facebook newsfeed into a place where people have genuine conversations and connect with one another. (As opposed to a place where people share videos of pimples exploding and giant dogs sitting on people’s laps and sometimes dogs exploding and giant pimples sitting on people’s laps.)
According to Facebook, this change will ideally encourage more meaningful conversation or interactions to receive exposure — minimising content that users find less interesting and engaging. Sounds awfully generous of The Zuke, don’t it? A more cynical perspective, put forth by Kara Lambert, is that without “people’s comments and reactions then [Facebook] can’t learn their behaviour. If they can’t learn your behaviour on the platform then advertisers can’t effectively target you.”
So in a nutshell, the content that Facebook thinks you’re going to interact with will receive priority in your feed. If you’ve liked, commented or shared a post from a person or page before, then you’re likely to see it. If Facebook thinks there’s the “potential” for “meaningful” interaction — like family or friends sharing content or looking for recommendations — then those posts will be the most visible in your feed. Lastly, posts that demand “time and care” from the user — ones that will likely prompt you to engage and comment — will also receive priority. Posts that invite long comments in particular will be given weight.
So no more passive scrolling. No more mocking indifference to the mundane despair of your colleagues. The door has been locked, the martinis have been poured, and Facebook, in its most sultry voice, is asking you to stay awhile.
How will this impact business pages?
Basically, unless you run Facebook Ads, you won’t be seen by your customers. Veronica’s already worked out a sneaky loophole because she is possibly the devil but is also our boss so don’t say that to her directly.
Expect a reduction in news and media pages. Click bait engagement. Organic page posts in general.
Users will also start seeing less video content in the news feed because it typically sparks less conversation, particularly public videos.
Expect more posts from racist aunties and photos of that guy you went to high school at the gym.
So do we just kill ourselves?
No, it’s not that bad. The easy, less savvy solution to game Facebook Zero is by simply telling fans to change their setting for your Page to be notified or ‘have page show first’ then you will still be in their Newsfeed.
But since this will likely fall on deaf ears, the most effective solution will be to strategically shift the business’ focus from Facebook pages to groups. As Marie Page stated in her blog post on the potential for marketing engagement with Facebook groups, “It helps no end that notifications are by default turned on for new members of Facebook Groups, and the Facebook algorithm, responsible for crushing so much of your Page’s organic reach, does not effect Group posts.”
Otherwise Facebook content that generates engagement organically — as opposed to furiously baiting it — will also most likely survive unscathed. The more people like your page’s posts and comment on them, the more your page will maintain its presence in their feed.
Using Live Video and engaging video content has also been suggested as a means of keeping customers interacting with your page.
Thus we set forth on our lifeboats, livecams in hand, endeavouring to stay above water. The sharks are circling. “Pay for ads,” they whisper. We sail onwards. The sun sets. Darkness falls.
Mr Harry’s Marketing Department
Well there you go. For anyone who was still shaky on what the latest Facebook algorithm change means for them, that’s your cheat sheet. But in all honesty, we’re pretty perturbed as to why marketers are getting so worked up by the limitations that these new guidelines put in place. I mean, any creative agency worth their weight would have already found, well, a creative way around it…right? We did.
For those still complaining…maybe your agency is just not that creative after all.
Mr Harry’s Marketing Department specialises in covert advertising and guerrilla marketing strategy. They embrace the delicious nexus of advertising, behavioural economics and consumer psychology, and are partial to the odd whiskey and velvet jacket. Find them on Instagram @mrharrysmark
- Date of publication:
- Wed, 01/24/2018 - 01:16
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