New rules for companies on Facebook: This changes for marketing communication
Facebook’s News Feed will once again focus more on individual users—Facebook announced this without specifying a launch date for the changes. While this is good news for individual users, it’s causing uncertainty among marketing departments. The digital experts at the media agency Mindshare summarize exactly what will change for businesses and what will be important for marketing communications on Facebook in the future.
Facebook recently announced that the algorithms will be adjusted in favor of private users. The newsfeed is to focus more on the needs of users and show them more posts from friends and family. The potential losers: commercial content and posts from the media or political groups. "With the right strategy, Facebook's intention to put the focus back on personal connections can also be used in marketing communication," says Anja Däumigen, Director Digital at the Swiss media agency Mindshare.
Creativity and quality take priority
Facebook's new rules are challenging for companies. Anja Däumigen deals with digital strategies on a daily basis and takes a critical view of the changes: "Long-term Facebook strategies need to be reconsidered. Commercial content will be given less space and competition will therefore increase." The changes could result in significant losses, particularly in terms of organic reach and traffic.
However, Facebook is still attractive as an advertising platform, emphasizes Däumigen: "Companies are finding it more difficult to get into users' newsfeeds. With adaptive marketing, i.e. dialog-oriented and target group-specific content, you can still get through." In addition to personal content, Facebook focuses primarily on posts that encourage conversations. Companies therefore need to know the needs of their target group inside out and deliver content with added value. Anja Däumigen explains: "Your own community will become more important. To achieve this, companies need to increase the quality and creativity of their posts so that users voluntarily follow their content. The use of influencers will also become even more important."
