Constantly implementing new ideas and directions, the latest Facebook redesign was done with the intent of positioning Facebook as a personalized newspaper. These changes have important ramifications for your content strategy.
With a strong emphasis on visual content, Facebook has made changes to create subfeeds within categories, as well as allowing larger images since, time and again, that has been shown to be the most engaging content for users (think Pinterest).
With the addition of subfeeds, there should be less risk of bombarding users with sponsored stories. These new concepts will continue to push content that targets its users. And continues the emphasis on visual content (hint, hint!).
With feeds currently taking up only 40% of Facebook’s real estate and the need for visuals, these changes will require marketers to provide updates through their feeds ultimately expressing richer and more compelling content for the users. As well, users will be able to switch between the different feeds such as Music or Groups. Every brand connected to Facebook — including yours — will be impacted as the redesign offers more space for ads and more room for visual content that tends to become more engaging.
Some drawbacks for marketers will be that in order to see your content, users will have to move off the “All Friends” feed, which only shows what a user’s friends are sharing (unless of course, your content is so engaging that friends share it amongst themselves). Marketing content will typically only be visible in the subfeeds.
The key takeaways for companies and marketers are really no different than what we’ve been advising our clients for years … create compelling content that is engaging to your users. The only newer advice is to focus on adding more visual content to your feeds.
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