SWOOP | Student-Managed Advertising and PR Agency

Adapting to Facebook's new model

January 30, 2018



Facebook is going back to its roots with their latest algorithm. Instead of overrunning the user with irrelevant posts, the new algorithm will rank posts from family, friends and groups higher than branded content. The idea is to create a more fulfilling user experience on the platform. Zuckerberg said in a Facebook post on January 11 that he wants, “to make sure our services aren’t just fun to use, but also good for people’s well-being.” Facebook has received backlash in recent months as the app has been a platform for hate speech and fake news. News articles will also be evaluated by the user to determine credibility.


So how is this going to affect your social media strategy? Fortunately, Facebook is not altering their ad algorithm, so sponsored ads will stay the same. In an interview with Ad


week, Marri Smith, small business and Facebook marketing expert, said, “page administrators should utilize Facebook Live and engage in groups to increase interaction with their brand.” This change is going to push brands to connect with their audience authentic way. User-generated video content are videos created by a consumer about a brand or product intended for other consumers. This is going to become increasingly important in social content strategy because videos feel more personal and people generally trust other consumers over brands.

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