After Mark Zuckerberg announced a pivotal algorithmic shift on his platform last month, brands and advertisers were sent into rhetorical tizzies, begging questions like, “What does this shift mean for organic reach? How does this impact our posting cadences? What about our marketing budgets? How will this impact Facebook’s ad auction?”
Now that we’ve had a few weeks to reflect and hypothesize, here are some pros, cons and opportunities that you should know as an advertiser when it comes to this algorithmic shift:
Publishers who had previously relied on organic reach are likely to move ad dollars around to sustain visibility on the platform, making for a more crowded auction and increased costs for advertisers.
Compounding on the first point, users may be spending less time on Facebook due to a decrease in content. Fewer scrolls will result in less available ad real estate in an already crowded market.
With newsfeeds pivoting to focus on people and meaningful interactions, overtly sales-driven ads will stand out even further – which means your brand may blend less successfully into the curated feeds of your audience.
To counter the last ‘con’ point, advertisers will actually stand out and away from what had become a congested, news-filled newsfeed. Your ads will be less likely to be drowned out by competing organic posts.
As users return to interpersonal conversations, Facebook’s targeting algorithm will gain greater access to interests and behaviors, further perfecting their already great targeting capabilities.
The new algorithm impacts organic reach, but doesn’t change how the auction functions for advertisers.
What to do next:
As the marketplace gets busier and prices increase, use all available placements. Aim to market on Stories on Instagram and activate the Audience Network.
Create content that fits into the curated fabric of people’s news feeds – focus on people and true stories that will prompt engagement.
Continue with your brand’s current marketing plan, but do pay close attention to shifts in reach and cost per result in the coming months.
Ensure that moderation is a priority – if your content generates conversations, manage those and support them.
We’ll be keeping an eye out for even more pros, cons, and opportunities in the coming months. Do you have thoughts or hypotheses of your own? Comment below to share them with us!