This past Thursday (11), Mark Zuckerberg announced a major change in the way posts will appear in the Facebook News Feed. From now on, the social network will show many more posts from friends and family instead of pages from brands and companies. In other words, viral videos and posts posted by companies or major pages will no longer appear in your feed and posts sent or commented on by your relatives and friends will be at the top.
According to Facebook, several studies were carried out and they pointed out that interacting with real people on social networks is good for people, but reading articles or watching videos — even if they entertain us — not.
The argument used by the social network in the statement explains that Facebook wants its users to feel more positive than negative after visiting the page and this is the main reason for the big change. According to Mark Zuckerberg, creator and CEO of Face, the intention is to maximize the amount of “meaningful interaction”, so news posts posted by companies, brands, media and celebrities will make room for posts from people you interact with more.
And you can see the change in a few weeks!
Who should care?
The company has stated that pages that don’t usually receive much interaction any longer will feel the change even more, but pages that produce relevant content that generate reactions and comments won’t feel as much, although there is still a downward trend.
And if you’re worried that from now on only your annoying uncle’s posts will keep showing up, it’s not like that. You’ll still be able to customize your page the way you want, just change your preferences to select your favorites.
However, for companies and brands this should be a major blow to their organic reach, which should be reduced to the detriment of posts from friends and family. Using ads will be even more paramount, as will creating strategies that deliver content capable of generating real interaction.
Mark Zuckerberg Testimonial
Mark Zuckerberg left his testimonial on his official Facebook profile, telling and explaining all about what the new News Feed will be like. Of course the post is in English, but we’ve translated everything here in full for you (free translation):
One of our main areas of focus for 2018 is ensuring that the time we spend on Facebook is well spent.
We built Facebook to help people stay connected and get closer to those who really matter to us. That’s why we always put friends and family at the center of the experience. Research shows that strengthening relationships improves our well-being and happiness.
But we’ve recently received comments from our community about public content — posts from companies, brands and the media — that are excluding the personal moments that lead us to connect with people.
It’s easy to understand how we got here. Video and other public content has exploded on Facebook over the past two years. Since there’s more public content than posts from friends and family, the balance of what’s shown in the News Feed has displaced the most important thing Facebook can do — help us connect with each other.
We feel a responsibility to ensure that our services are not only fun to use, but also good for people’s well-being. So we’ve studied this trend carefully, conducting academic research as well as doing our own research with university experts.
The results of these surveys show that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and this correlates with long-term measures of health and happiness. On the other hand, passively reading articles or viewing videos — even if they are fun or informative — may not be so good.
Based on that, we’re making a big shift in the way we build Facebook. I’m (personally) changing the goal I’ve given our product teams to helping people find content relevant to each other: to help them have more meaningful social interactions.
We started making changes in this direction last year, but it will take months for this new focus to make its way into all of our products. The first changes you’ll see in the News Feed, where you can expect a lot more content from friends, family and groups.
During this process, you’ll see less public content, such as posts by companies, brands, and media outlets. And the public content you’ll see will be those posts that encourage meaningful interactions between people.
For example, there are many communities well nestled around TV shows and sports teams. We’ve seen these people interact with live videos than regular people. Some news helps start conversations about important issues. But many times today, watching videos, reading news, or getting an update on a page is a passive experience.
Now, I want to be clear: by making these changes, I expect people’s time spent on Facebook and some engagement metrics to drop. But I also hope the time spent on Facebook is more valuable. If we do what is right, I believe it will be for the good of our community and also our business in the long run.
At its best, Facebook has always been about personal connections. By focusing on bringing people together — whether with family and friends or around important people around the world — we can help ensure that Facebook time is well spent.
A mixed feeling
The news published by Mark Zuckerberg caused mixed feelings around the world. Some people agree with the change, but certainly the media market felt confused and helpless, especially with the organic reach. What did you think of the news? Tell us in the comments!
And you know, to have results in your business on social networks, you need to be up to date on all the movements of the platforms. That’s why Nerdweb is one of the best options when it comes to performance-focused digital marketing. Contact us!