KCSA PUBLIC RELATIONS, INVESTOR RELATIONS BLOG
Posted by Cait Kilpatrick on November 17th, 2014
As social networks become increasingly more reliant on paid brand posts, big changes are being made to their platforms that will directly affect companies. Brands that previously used social channels to get their word out without paid content will soon have to consider putting their money where their mouth is.
Facebook recently announced a new change to their News Feed algorithm that will change the way businesses and brands use the social network. In January, unpaid posts that Facebook considers “overly promotional” will be filtered out. This change came about after the social network surveyed thousands of users on what they want to see on their feeds. What they discovered is that they want to see updates from friends and Pages they already “Like,” not promotional brand content.
However, the type of promotional brand content users want to avoid is actually coming from the Pages they “Like” which might seem counterintuitive. The important distinction here is what is actually written in the posts and how the content is presented. Facebook listed the following examples of unpaid content that will disappear from timelines next year:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time, unless they “pay to play.” If a company, brand or client wants to post this type of promotional content, they should expect to put money behind the posts to promote or boost them, or else they will never be seen. In the current social media marketplace, it’s essential for brands to pay to back up their content, that way their message can actually be seen and not lost in an algorithm.