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undefined You may not realize it, but Facebook has recently decided that posts from friends and family will be weighted more heavily in the News Feed than posts from third parties (like publishers, brands, and celebrities). This can be an onslaught of worry to publishers, whose survival depends on having their messages displayed prominently on the social media platform.

Facebook doesn’t announce algorithm changes unless they’re going to be big, so this change will definitely have a large impact.

What this Means for Brands

It’s no surprise that brands are worried about this huge change. Brands and publishers are definitely on the losing side of this recent shift. In order to get your message through to your audience, you’ll have to create a new strategy to up your engagement. Here are some of our thoughts to help you get started:

  • Hyper Personalized Content: News organizations and brands make need to start creating hyper personalized content that is individualized to the Facebook user. We haven’t seen much of this content before, however, new technology may make this possible for marketers.
  • Interactive content that depends on sharing: Marketers are going to have to find new and innovative ways to entice people to share content. One example would be adding an interactive poll, which would cause the content to show up in their friends’ feeds.
  • Content that includes an incentive: For example, coupons or discounts, may take precedence over other types of content because they are much more shareable than other types of content.

One thing is for sure, marketers and publishers will most likely need to shift towards paying for Facebook ads in order to compete with this new algorithm change. Opening your wallet may be the only way to keep up with all of the changes.

  Posted: Tuesday, July 19th, 1:33pm 3 years ago

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