Things are changing in the world of Facebook and how publishers are able to reach users of the social media site. For the last few years publishers have had the luxury of several options to drive views of their content including; native advertising, auto-view videos, and Instant Stories, all for relatively low cost. All of that is in jeopardy with Facebook’s announcement that they have changed their algorithm to drive posts from friends and family to the top of a user’s feed.
“Facebook doesn’t announce its algorithm changes unless they’re going to have a big impact, and this one will. After all, 40 percent of publisher traffic comes from Facebook, according to recent research from analytics company Parse.ly.”
The use of Instant Articles has increased significantly recently due to the fact that it allows publishers to post content directly to Facebook in a manner that gets higher priority in News Feeds than content with links to the publisher’s website, for similar cost per message. Publishers have also been exploring use of native advertising on Facebook, not only to raise awareness of their own brand but of others they pair with, taking advantage of each other’s followers, likes, and shares. Another form publishers have been using is auto-view videos, which have been in flux lately as everyone involved tries to find a “realistic” way to measure actual views and awareness associated with them.
With recent data reported by SocialFlow stating that overall publisher’s Facebook reach from January to May was down 42 percent, it is clear that all of these methods are being impacted by the new Facebook algorithm. This means that publishers will have to closely evaluate their new presence and explore new options in order to retain the value they get from Facebook. The most likely option is going to be paying Facebook for ad space, something that should get interesting due to the fact that the increased demand is likely to increase the prices as well.
In the end though, there are several avenues to explore when trying to reach markets and as technology grows and changes, so must we as publishers. If you want to read more check out the following stories.