Backstrom wrote in his blog post, “We’ve heard from our community that people are still worried about missing important updates from the friends they care about. For people with many connections this is particularly important, as there are a lot of stories for them to see each day. So we are updating News Feed over the coming weeks so that the things posted by the friends you care about are higher up in your News Feed. Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages.”
How does this affect your business pages? Pages that experience high engagement via sharing and comments on posts are less likely to be affected. Business pages that rely primarily on ads and promoted posts to reach their audiences will likely have to increase their advertising budgets to maintain their current levels of engagement and referral traffic. It’s now more important than ever for marketing and communications teams to create rich content that is more likely to be shared. Audience shares of Facebook content is more valuable than ever before.
Backstorm writes in his blog post, “If a lot of your [Facebook] referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends.”
Facebook will continue to engage marketers with new products and ad categories. In 2016, expect to see new ad options available for the newly launched Facebook Live streaming. For additional information regarding these new roll-outs, Facebook recommends that business Pages refer to their publishing best practices.
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