From Lead Propeller comes this timely article by Kendall Casas. There is a new FaceBook algorithm that basically boils down to newsfeeds showing more of your friend’s content instead of business pages or advertisements. All in all, that means a better user experience for the casual user, but not such a good experience for businesses.
Why would FaceBook make this change, though? Because FaceBook is a free platform for users, a lot of the money generated by the business was in ad revenue and businesses paying for certain privileges. If that’s the case, what sense does it make to have businesses appear less in front of potential customers? You would think that would alienate a hefty part of FaceBook’s own clients.
“By making these changes, I expect the time people spend on FaceBook and some measures of engagement will go down…But I also expect the time you do spend on FaceBook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.”
So, ok, it looks like Zuckerberg wants to make FaceBook all about the content that people originally used FaceBook for back in the early 2000s. That sounds awesome for general users! Who wouldn’t want to see more of their friend’s pictures and stories? But what does that mean for your real estate investing business?
There are two ways to get engagement from followers on FaceBook:
With this new algorithm being rolled out, the type of content that’s going to appear in front of users will be from their friends and followers. Brands are going to suffer from this change. Meaning your organic posts are most likely not going to be shown in front of your followers as often as it’s been shown in the past. That’s…not great.
Organic reach will go down for brands, but paid reach shouldn’t take the same hit. AdWeek put it like this:
“While Facebook’s move to prioritize friends’ content over ‘passive’ publisher and news outlet content may shock many marketers and agencies, we should fear not. In addition to not impacting the ad algorithm (for now), Facebook is striving to make its News Feed a place for meaningful and relevant connections.”
Even though your organic reach won’t get in front of as many viewers, your paid advertisements on FaceBook won’t be affected. It looks like FaceBook for real estate investors won’t be too different from what it is now. Basically, if you’re running paid ads, keep it up.
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