A Brave New World: Facebook Zero
Facebook is in constant flux, their algorithm apparently created to keep social media business managers on their toes, at all times. Joking aside, sometimes it feels like that’s the only purpose.
However, on January 11th, Mark Zuckerberg announced a more impactful algorithm change for brands and users alike:
“…recently we’ve gotten feedback from our community that public content–posts from businesses, brands, and media–is crowding out the personal moments. Based on this, we’re making a major change to how we build Facebook.”
The doomsday-esque update will show less public content from publishers and businesses and prioritize personal connections.
Rather than dwell on the marked change, our team welcomes the challenge to create content that generates meaningful conversation and interactions. In its infancy, social media was a way to personally connect with friends, family, and even brands. Yet as time went on, the purpose morphed into a more distanced relationship. Now it’s 2018 and Facebook hopes to reward genuine conversations and personal connections through this new algorithm change. Longer conversational responses to posts will rank higher than passive interactions like views or even likes, which will be weighted less.
Our strategy at IDM Brand has always been to engage in meaningful connections through a brand’s personality. We view social media as an extension of the traditional brand while leveraging the informal, personal nature of social to build relationships on a one-on-one basis. The new Facebook algorithm encourages more authentic communication and an opportunity to connect on a deeper level with your customers.
For example, this past holiday season, IDM Brand created a unique marketing strategy for a promotional campaign on behalf of one of our clients. Instead of a push strategy, we created personalized, authentic content for users to engage with – a DIY moodboard page for users to create their own inspirational collection and share, a Facebook Live video encouraging users to interact, and tailor-made content based on daily trending topics and hashtags – resulting in a highly memorable, and successful promotional campaign.
With over two billion users on Facebook alone, the goal to reach the individual is becoming more important than ever.