Facebook decided to make a crucial change in non promoted ads but this leaves us confused will this be a positive thing for publishers or not, will it be a real tragedy for small publishers relying on fb. Lets dig into this topic more and have an answer to this question.
By moving a step further we will find that Slovakia, Serbia and Sri Lanka have already applied this system accordingly, are the publishers in those countries considered lucky or not will the future of social media ads move in a different direction, in those countries nearly all non-promoted posts shifted over to a secondary feed, leaving the main feed focused entirely on original content from friends, and adverts.
Now, there is a foreseeable question, what do you think happened to the users engagement did it really change or not. It had a precipitous drop with publications reporting an enormous fall ranging from 60% to 80%. If replicated more expansively, smaller publishers might face a skittish fate, as well as larger ones with an out sized reliance on social media referrals for visitors.
“Pages are seeing dramatic drops in organic reach,” Struhárik said. “The reach of several Facebook pages fell on Thursday and Friday by two-thirds compared to previous days.”
Let’s move further, for all of us it’s just a night from Wednesday till Thursday but its effect was really enormous. How enormous would you think the effect was 10 or 15 pages by maximum were affected, but the surprise is that 60 largest Facebook pages in Slovakia saw two-thirds to three-quarters of their Facebook reach disappear, according to stats from Facebook-owned analytics service CrowdTangle. Moving to larger sites, that have more than one way to communicate with their customers other than social media, they weren’t highly affected while in contrary with those who rely mainly on social media.
Loss of traffic and Facebook engagement are considered the biggest problem that small publishers are facing nowadays.“It’s hard to say now how big it will be. Problems have also hit ‘Buzzfeed-like’ sites, which were more dependent on social traffic.”Struhárik said
Did you make some assumptions, just calm down we have just to wait some more time, Struhárik added that the trial has only been there since Thursday, this is really a small period of time to draw conclusions. “But if reach is radically smaller, interactions decreased and your site doesn’t have diversity of traffic sources, it will hurt you.”
Facebook decided not to leave the situation just to some assumptions and in a statement, Facebook said: “With all of the possible stories in each person’s feed, we always work to connect people with the posts they find most meaningful. People have told us they want an easier way to see posts from friends and family, so we are testing two separate feeds, one as a dedicated space with posts from friends and family and another as a dedicated space for posts from Pages.”
What about having some good news strikingly, paid ads aren’t affected by this change they still appear on the news feed as normally, as the posts that appear from your friends or people you follow. However, some content as named “native” content still needs paid promotion such as facebook videos that some pages post.
Matti Littunen, a senior research analyst at Enders Analysis, said the move was “The classic Facebook playbook: first give lots of organic reach to one content type, then they have to pay for reach, then they can only get through to anyone by paying.”
Some publishers were smart and catched the trend and stopped relying on social media. While it will be really a painful wound for new media companies who decide just to lean on social media to grab some revenue and traffic. “The biggest hits will be to the likes of Buzzfeed, Huffington Post and Business Insider, who create commoditized content aiming for the biggest reach.” Littunen said
Do you remember when we talked about video content?, those publishers may also get burned, Littunen says. “The kind of video that is doing best has been quite commoditised low-value stuff that is often lifted from elsewhere and repackaged for Facebook”
“We don’t see that bonanza going on forever, and since the content isn’t what Facebook has been hoping for, it’s expendable. We’re expecting to see another repeat of this playbook, with organic reach being replaced by paid reach.”
Small publishers and those who rely on social media are you worried about the future of your brands just calm down and don’t worry Struhárik, doesn’t expect the test to be a huge success. “Newsfeed without news. Just friends and sponsored content. People will find out how boring their friends are,” he said.
In a second statement issued after this article was published, Facebook added: “We have no current plans to roll this out globally.” Facebook decided to make just a small change but is this change useful, will it harm or benefit businesses, this topic really needs further investigation, research and statistics. Facebook now has two systems the first is Business Manager which helps you to manage your business on Facebook and the other is Facebook for your friends or personal/family connections.
Based on Leogami experience, Leogami thinks that “Facebook current edits are taking a different direction shrinking facebook website into two smaller ones, facebook for business and facebook for friends, which will help in targeting more according to your interest and the purpose of opening facebook you choose what to open and what to join”.