November 18, 2014 Gregor Miller

The Changing Face of Facebook

We have seen Facebook changing in a number of ways over the years and things could be changing again in the near future for businesses that have taken advantage of the free marketing opportunities that social media permits.

The monetisation of Facebook has seen an influx of paid advertising options and anyone that runs a page will have noticed how Facebook have attempted to channel all marketing opportunities towards using these options.

By decreasing the reach of posts it means that we now have to pay to see our content going out to those that have already liked the page. The more people that see your posts, the more interactions you are likely to get meaning that this will go out on their news feeds creating a knock on effect. The Holy Grail for any Facebook marketing campaign is to go viral and having your content withheld from your followers seriously inhibits your opportunities to do this.

Facebook are saying they want to improve their users experience and with new social platforms like ‘Ello’ promising their users an advertisement free social experience they are saying that now is the time to act.

Facebook has a wealth of consumer data at its disposal and it is looking to capitalise on this information. It has been estimated that only 2-8{262b22605905d7bdadc9d0423a4a46028d1c16e5c2069f052c9de36584b442a6} of a brands Facebook following will see its posts without paying to boost your posts.

Facebook Post Boost Example

It must be noted that even without the ability to reach all of your followers, having an established Facebook page is still extremely useful. Even though you might not be able to reach all of your followers it does not mean that you can’t be reached. Having a page with all of your information on it allows users to find you as this can often be the first port of call for many consumers. Having a good following can also instil a sense of trust in that a page with a large number of followers must be doing something right and this will reflect on your brand.

With a number of further marketing options that Facebook has rolled out and plans to clamp down on any, perceived, unpaid marketing campaigns it looks like companies, brands and businesses are going to have to pay up or look for other opportunities to promote their campaigns.

Facebook Advertising Options

Other big news reaching us from the Social giants is that they are looking to horn in on LinkedIn’s territory with ‘Facebook at Work’.

Despite keeping tight lipped about developments, news  that Facebook are developing a platform that will allow users to keep their social profiles separate from a ‘work profile’ will be of interest to many.

Facebook LinkedIn

With horror stories of people being discovered on social media by prospective or current employers leading to the wide spread privatisation of accounts and information, those that have not already set up a LinkedIn account might be more willing to do so with a platform that they have already got a pretty good knowledge of. It will be very interesting to see how LinkedIn react to this news and whether they launch a pre-emptive strike in what will be an intriguing tussle, will be see incentives or developments to try to keep their users from leaving? Only time will tell.

With Facebook’s recent acquisition of the mobile messaging app ‘WhatsApp’ it looks like Mr Zuckerberg’s quest for global domination could well be on the horizon.

We will be keeping a close eye on developments in regards to any new Facebook marketing changes as well as the battle between Facebook and LinkedIn so be sure to check back and keep up to date with it all.


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About the Author

Gregor Miller Graduated from the University of Paisley in 2006, gaining a degree in BA Media Studies. Not long after graduation I fell into the wonderful world of digital marketing and have never looked backed. Started off as an all-round digital marketer specialising in PPC, Affiliate Marketing, Social Media Marketing and Search Engine Optimisation where I honed my his skills towards becoming an expert in SEO. Mission complete!

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