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POSTED 18.1.2018

Why Facebook’s News Feed change shows that quality content matters more than ever

With referral traffic from Facebook set to decline, thanks to the latest change to News Feed, quality content matters more than ever when it comes to getting noticed online.

By Erin Fox

What’s happened?

Facebook has introduced major changes to News Feed, prioritising posts from friends, family, and groups over ‘public content’ published by media and brands. So what this essentially means is that over the next few weeks, we will be seeing a lot more personal posts in our News Feed, and seeing less news and fewer posts from Pages.

Why?

Facebook wants to help people make the most of their time on the site in what it thinks is a more meaningful way. In a Facebook post announcing the change, Mark Zuckerberg said: “The balance of what’s in News Feed has shifted away from the most important thing Facebook can do – help us connect with each other.”

What does it mean for businesses?

As the updates are taking place, Pages may see their reach, referral traffic, and video watch time decline. Having worked with startups and other small businesses, we’ve seen how powerful social media has been in boosting their online profiles. This latest change to News Feed could raise new challenges for smaller businesses who can’t compete with the marketing budgets of larger organisations.

What does it not mean?

Content from Pages won’t be removed from the news feed completely. In a post on the company’s blog, Head of News Feed, Adam Mosseri, said “posts will still appear in News Feed, though there may be fewer of them.”  Pages whose posts spark a conversation between people will show higher in News Feed.

So what now?

All is not lost. People can still keep up-to-date with their favourite pages by clicking ‘choose first’ in their News Feed preferences. So if people have already been liking and commenting on your posts, they can continue to do so.

If anything, the latest change to News Feed serves as a reminder that creating engaging quality content should be a priority in your content plan. So, seize this opportunity to experiment, and revive your strategy.

And if you need the help of a PR and content agency, give us a call on +353 (0) 1 685 3029.