Another update from Facebook is looking at the News Feed and how to improve the experience for users. This may cause more consternation for pharma marketers but it needn't.
We have confirmation from Facebook that this change affects organic placement only; paid placement is unchanged. Now, marketers should still be interested in what Facebook is doing in the organic News Feed, but panic over paid placement changing is unwarranted.
The changes in organic placement are focused on three dimensions:
- Trusted sources
- Informative content
- Local news
For news sources that depend on organic reach the challenges may be more acute:
What This Means for Publishers
We’ll be working on these efforts for the rest of the year. For the first change in the US next week, publications deemed trustworthy by people using Facebook may see an increase in their distribution. Publications that do not score highly as trusted by the community may see a decrease.
With higher quality materials in their News Feeds, we may see users slow their scrolling (unlikely -Ed.) and marketers may need to up their creative game to spark engagement.
For a more in-depth look at the recent Facebook News Feed changes, you can download the Klick POV document.