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)
|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)
|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|
|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|
|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|
|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%||—|
|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.