Earlier this month, Facebook reported that it would put a new focus on “meaningful social interactions” with close friends and family in its News Feed, instead of content from publishers and brands. As advertisers, how do we effectively reach our target audiences on a platform that's become the universal norm?
Facebook has emphasized to ad agencies that the shift will affect the visibility of publishers that have been able to reach readers for free through News Feed’s automated placement of their posts. It won't, however, affect the sponsored posts that businesses pay to show people as they scroll.
Advertising executives have speculated that the new rules could ultimately give rise to the social network’s video capabilities. Examining the details that Facebook has shared so far, like reducing videos from publishers in the feed and giving priority to content that can “spark conversation,” some see an opening for the company’s emerging Facebook Watch video section and its live videos.
Facebook has said that it wanted people to spend less time “passively” viewing content. While this is a valid social concern, it's also a call to advertisers to get more creative with our outreach and more strategic with our messaging.
Source: New York Times