Facebook recently announced a new round of changes to the personal feed experience. As part of a broader initiative that included an update to the company’s mission statement, Facebook is in the process of implementing updates with the goal of making connections on the platform feel more meaningful and personal to users. Mark Zuckerberg has openly said it may lead to people spending less time on the platform, with the hope that the time people do spend there will be of higher quality.
“By making these changes, I expect the time people spend on Facebook and some measures of engagement will go down,” Zuckerberg wrote. “But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.”
Why it’s hot: Facebook has promised the changes will not affect advertisers who pay to ensure their content is seen (a strategy adopted by MRM well ahead of this latest announcement), but it’s hard to believe that we won’t see some impact on engagement with branded content if users are spending overall less time on the network.Facebook should by no means be discounted from a multi-channel strategy, but now is a good time to review how you’re thinking about the platform. Facebook has taken many steps post-election to mitigate the proliferation of “fake news” and engagement-baiting content, so brands who have not been actively following and responding to the developments will need to re-assess their content strategies and course correct for the platform by adjusting cadence, promotional strategy, and creative.