- While publishers are bracing themselves for a massive hit and re-assessing their strategies, advertisers don’t seem half as perturbed.
- This is not the first time Facebook has tweaked its algorithm, and unlike publishers, brands have been paying to play on Facebook for years.
- The one down side, however, is that ad prices might be driven up as people spend less time and scroll less on Facebook. But even then, brands have avenues other than the News Feed to run ads on.
- Ultimately, advertising executives agreed that the changes will ultimately be good for the company and would help boost the quality of creative.
Facebook is set to start playing up status updates from friends and family in the News Feed in a bid to promote more “meaningful interaction” on the platform, thereby effectively deprioritizing content from media publishers and brands.
But while publishers are bracing themselves for a massive hit and re-assessing their strategies, advertisers don’t seem half as perturbed.
Advertisers, for one, are well-versed with Facebook’s algorithm changes from time-to-time. This is hardly the first time that the tech giant has tweaked its algorithm and cast doubts on the reach of branded posts, forcing them to put more ad dollars behind their posts.
“Facebook has been ‘pay-to-play” for a while now — the old days of posting a message organically and having half of your fans see it are long gone,” said Stephen Boidock, director of marketing and business development at ad agency Drumroll. “The latest changes Facebook is making further negate the value of having a prioritized brand existence.”
Further, while Facebook said that pages may see a decline in their organic reach, referral traffic and total video watch time, it also explicitly stated that paid ads remain largely unaffected by this specific shift.
That is how brands have been primarily Read More Here