Are you promoting your business on Facebook? Depending on how long you have been using Facebook as part of your marketing strategy, you would have noticed changes to how the social media giant handles your paid ads and organic reach.
Even more noticeable is the change in how people react to content being shared online. Both the platform and users are constantly evolving and if we don’t keep up we disappear into the pit of irrelevancy.
In the following article authored by FastCompany.com, they talk about the changes Facebook made in regards to allowing publishers to share native ads on their Facebook pages:
Everyone assumes that if Facebook were to drop an anvil on media companies, it’d come in the form of an algorithm reconfiguration, a change in the revenue split on Instant Articles, or some combination of the two.
But for the increasing number of publishers that rely on native advertising to make ends meet, Facebook may have already delivered a brutal blow.
It all started with a seemingly innocuous announcement on April 8. In a blog post, Facebook announced that it would start allowing publishers to share native ads right on their Facebook pages. Most of the press treated this as a good thing for media companies, which could now promote native ads to their sizable Facebook audiences.
In reality, the news opened up the potential for disaster, due to a new tool Facebook just put in place.
Have you been implementing Facebook’s Instant Articles feature? How has been your experience? We would like to hear back from you.
If you have already noticed a significant drop in your organic page reach then you will be interested to hear more about another Facebook update to how it ranks your news feed updates.
Facebook announced upcoming changes to the news feed ranking that favor updates from your friends and family, but “may cause reach and referral traffic to decline for some Pages,” depending on the sharing habits of their unique audience.
According to the Facebook Newsroom site, “the specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience.
For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts.”
Facebook recommends that page owners simply continue to “post things that their audience are likely to share with their friends,” citing its publishing best practices as a guide for this.
Lastly we bring it back closer to home and look at how people are responding to advertising on Facebook. If you have ever been “fooled” by clickbait then you will completely understand.
Author Brian Fung of Stuff.co.nz explains how Facebook users are now starting to rebel against marketing agencies who utilize clickbait, as a strategy to increase impressions and CTR (click through rate) of their sponsored ads:
Clickbait. Nobody likes it, and yet it’s strangely irresistible.
You kind of hate yourself after indulging in it, the internet equivalent of being force-fed lollies by the spoonful.
But as much as clickbait’s trickster headlines inspire self-loathing, it hardly compares to the amount of ill-will it engenders toward traffic-hungry, trigger-happy media outlets that think firing off lots of popcorny articles, shotgun-style, will net them a few extra ad impressions
“The way I would define it is, it has a headline that tries to trick you to read the story and when you get to the story there’s nothing of any substance.”
The results are clear: Clicky headlines attract readers. The responsibility of journalists is to make sure there’s something worth reading on the other side.
Voice Your Opinion
How has been your experience with Facebook as both a consumer and business owner? Have you been using the instant article feature and has it been positive or negative?
For some of the business pages we manage, we have noticed a decline in the organic reach. The drop has been as much as 21% for some pages.
As for Clickbait, we can all admit that we have fallen for this at one time or another. Unfortunately, this tactic works and is widely used in online marketing.