Things at Facebook have seen the tremendous change from the time of its launch in 2004 and modifications are still being made on a regular basis. Maybe we won’t know the Facebook we know today five years from now. These changes indicate continuous evolution to cater to the requirements of users, resolve data security issues, meet market expectations and a will to survive and grow for a long time.
In this blog, we discuss some significant changes in the platform and how you can prepare your business to utilize those changes:
1) Updates have been made on the Facebook platform that prioritizes posts from family and friends over other general content in the Newsfeed. So one can expect to see a number of relatable feeds as compared to advertisements and other public posts.
2) Secondly, some API changes have been implemented, one of which is the removal of ‘publish_actions’ permission which allowed apps to publish posts to Facebook as the user logged in. Change in this permission means that developers or other platforms can no longer post content on behalf of the users. This, in a way, has aligned Facebook’s API with Instagram and developers can now only post to business profiles or pages.
3) In a way, this implies that Facebook wants to encourage users to interact with its products and engage completely in posting as well as consuming content. It is a way of creating and spreading content that is unique and inspires more meaningful conversations that can benefit the users as well as the platform.
4) Content that is more relatable or incites more reactions is what Facebook is expected to favor going forward. Facebook understands the need to bring inactive interactions such as sharing, commenting and reacting rather than just “passive” remarks indicated by clicking, viewing or hovering. This development also indicates Facebook’s eagerness to boost the creation and sharing of quality content on its platform.
5) This indicates efforts to change the way people connect with each other and make their time on the platform worthwhile. Addition of such interactive features is in line with Facebook’s increasing focus on strengthening connections and sparking some interesting communications that help establish useful relations relevant to its ecosystem
6) A significant development in API changes can be seen in terms of privacy policies. Now users can be sure that every update shared by their friends would have come directly from them rather than some third party apps or products that earlier could access all such data without any explicit permissions.
7) Facebook continues to support third-party tools that help businesses create, publish and analyze their content performance. This is its way to promote a healthy and quality environment for associated businesses as well as individuals. This will also guide companies to work on forming robust social media strategies that create a healthy ecosystem for their hosting platform.
8) Fewer posts imply an organic and filtered reach for Facebook marketing. The best content will still reach the audience and organically take off. For chunks of content that don’t break through organically, there are advertising options to display content to the target audience using some incredibly powerful targeting features.
9) There is an increasing amount of attention being paid to the kind of content being posted and shared. This encourages businesses to find the type of content that users will look for, like and recommend. There are blogs that are a go-to destination for search engine marketers for quite some time now and continue to grow their reach among the audience. Marketers need to constantly work on the content that is worth seeking and sharing among other users.
Facebook is updating its platform with modifications that users need and appreciate and is offering more and more options for businesses to grow and promote their products and services amongst their target audience. Alongside, content is the major deciding factor on what will work on the platform and what will be a failure. Staying up to date with these changes is crucial for the success and growth of a business and should be included in the strategic social media planning of a business.