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Working within Facebook’s new promoted paradigm

As a marketers, are you worried by the Facebook’s newly announced Newsfeed Tweaks?

Starting from January, the social media giant says it penalise “overly promotional page posts” which include:

Posts that solely push people to buy a product or install an app
Posts that push people to enter promotions and sweepstakes with no real context
Posts that reuse the exact same content from ads

Below are some of the top local Facebook brands and how the new measurement metric will affect them should they continue using the current strategy in 2015.

(The top five pages here are ranked according to the number of local fans. Data from Socialbakers.com)

BEECRAZY 蜂買
Post Contents Engagement Rate Clicks
Bio-Care medical warming blanket solely push people to buy a product 0.001% 16
SEGA Sakadachi Robot Puppy solely push people to buy a product
reuse the exact same content from ads (TVC)
0.004% 16
KODAK PIXPRO SP360 solely push people to buy a product 0.000% 7
Hung Fook Tong herbal tea coupon solely push people to buy a product 0.003% 138
Selected items for Christmas solely push people to buy a product (doubt if Facebook would treat it as merely a link share) 0.003% 124
Group Buyer 團購家
Post Contents Engagement Rate Clicks
Group Buyer Tasting Tour solely push people to buy a product 0.002%
Sashimi solely push people to buy a product 0.001% 41
FHCAN Windproof Jacket solely push people to buy a product 0.004% 280
Hong Kong Top 100 Cruisine Awards push people to enter promotions and sweepstakes with no real context 0.002%
Vivienne Westwood scarf solely push people to buy a product 0.002% 63
Groupon HK
Post Contents Engagement Rate Clicks
Movember charity activity Not a overly promotional post. 0.000% 39
Pet Burger Pillow solely push people to buy a product 0.000% 4
La Mod x Groupon campaign winner announcement Not a overly promotional post. 0.000%
Spicy Chicken Claypot Rice solely push people to buy a product 0.000% 25
Christmas @ Groupon solely push people to buy a product (doubt if Facebook would treat it as merely a link share) 0.000%
7-Eleven Hong Kong
Post Contents Engagement Rate Clicks
Office casual chat Not a overly promotional post. 0.078%
Discount for Nestle drumsticks solely push people to buy a product 0.074% 236
Handset accessories Not a overly promotional post. 0.031% 821
The International Photos & Digital Life Show 2014 Not a overly promotional post. 0.010% 21
Products for winter Not a overly promotional post. 0.112%
Samsung Mobile
Post Contents Engagement Rate Clicks
Showing its phone like a visual art Not a overly promotional post. 0.019%
Samsung Gear S Experience App solely push people to install an app 0.028% 3,765
Magisto Mobile App solely push people to install an app 0.024% 1,056
Introduce a feature of the handset Not a overly promotional post. 0.042%
Introduce photo quality of the handset Not a overly promotional post. 0.008%

The few group buying pages suffered the most, as we can see from the above table. They will need to review the content strategy as soon as possible. Actually those contents scored very low engagement rate (Total Interaction / Fans Number x 100%).

However, not all directly push of purchase failed to drive engagement. 7-Eleven drumstick promotion was a popular offer to consumers on Facebook.

Under the new Newsfeed measure, even for posts which scored a decent engagement rate, the organic reach is likely to be reduced.

Eventually, interaction will be affected.

Facebook’s current Newsfeed system already has a algorithm to show more engaging content; while content with less interactions will be delivered to less audience.

This performs just like the supply and demand law in any market.

Group buying services which compose content in the most straightforward and promotional way are already long-time victims under the system. In 2015, these pages will receive “double penalty”, as the new measure will further reduce organic reach from them.

On the contrary, 7-Eleven runs its Facebook Page with a more conversational approach and is rewarded with better reach, and help to gain likes and shares for even promotional contents.

As 2015 is approaching, it’s time we inspect our Facebook content strategy to see if it fits the new measure, no matter if we like it or not.

Jansen Lu is director, social business strategy at GroupM.

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