Facebook took some initiative last week in an attempt to weed out fake news and allow its News Feed to be populated by posts from friends and family. While this is a a good natured endeavor by Zuckerberg, it effects the core of their revenue, which are businesses and brands. With these updates rolling out over time there’s only one question, how will this effect advertising?
It’s clear that publishers of businesses and blogs are not happy with this change. One way around it, is that publishers will now have to rely on video in order to appear on a user’s feed. This is also putting businesses in a bind by relying on Google to appear on the first page of search results and cater to have their Facebook pages appear. But in general, publishers will now have to put out content quality of quantity. Facebook tried to tame the amount of posts by penalizing pages who solicit engagement on their posts, but now it will be even more necessary to create quality content.
Much like anything else in marketing, different channels are key. While it may be more difficult to be noticed on Facebook, this means that referring traffic via email or initiating social sharing is what will allow publishers to continue the traffic to their social media. Consumers all reach different touch points and while social media may be the most powerful for some, it will challenge publishers and marketers to not only concentrate more on the type of content their releasing and paying attention to other touchpoints.