What's all the fuss?
While most of us have long forgotten our New Year's resolution, there is one social channel still holding strong. Facebook is taking the mantra "new year, new me" to heart with some changes aimed at making the platform "good for people's well-being and for society." This includes prioritizing meaningful content from friends and family over content from businesses, brands, and media, emphasizing local news, and increasing ad transparency by allowing users to see pages' active ads.
What Does This Mean for You?
If you post organic content to your business' Facebook page, you will see a noticeable decrease in your page's reach and overall user engagement. Organic business content has always struggled to make its way onto users' news feeds, but this change will make it that much more challenging.
As well, an initiative Facebook has rolled out in Canada allows all users to see a page's active ads through the navigation bar on the left side of the page, even if they are not in the target audience. For those organization attempting to influence the public without associating it with their brand this is bad news, but for most this change won't make a difference.
Will this affect my Facebook Advertising?
Facebook itself acknowledges that people may use the platform less frequently as a result of these changes. As a result, ad costs may increase as people spend less time on the platform, resulting in less ad inventory.