Facebook’s Mark Zuckerberg announced last night that it’s making a significant change to its News Feed in the coming months that will ultimately affect brands and publishers in every industry—including the firearms and hunting industry.
Firearms and most hunting brands have been banned from advertising on Facebook since late 2015. We’ve been shunned by the platform in more ways than one. So why does this change matter and what are the implications for business owners, publishers, and marketers?
In a Facebook post, Mark Zuckerberg wrote: “recently we’ve gotten feedback from our community that public content — posts from businesses, brands, and media — is crowding out the personal moments [from friends and family] that lead us to connect more with each other.”
Explaining, however, that recently “video and other public content have exploded on Facebook … [and] since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do — help us connect with each other.”
Zuckerberg also goes on to talk about mental health issues associated with the news feed stating: “We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being…the research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long-term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good.”
Zuckerberg states users will see “less public content like posts from businesses, brands, and media” and that he expects “the time people spend on Facebook … will go down. But I also expect the time you do spend on Facebook will be more valuable.”
How does this affect your brand?
As a result of this algorithm change, your Followers may see even less of your stories, product announcements, giveaways, videos or any other piece of firearm or hunting content — unless it’s engaging. For many smaller brands and publishers, this will result in a further drop in visibility, reach, engagement, website traffic, readership and therefore revenue.
We see in this chart above that even if a business page was doing a super job with its content in 2011, only 26 percent of their followers would see its posts. Today, the organic reach for an average business is less than 1 percent. (Source: Business Grow)
So what can you do to counter potential reach declines?
Facebook’s Head of News Feed Adam Mosseri offers some suggestions: “Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.”
A bit of good news out of all this, (based on Mosseri’s above statement) is that the outdoor, hunting and firearms industry is an affinity culture — filled with publishers, influencers, celebrities and out-spoken characters who are highly active in discussion on Facebook. From gun guys to huntresses — our customers typically and enthusiastically share content and discuss new products and topics with their networks that sparks the “meaningful discussions” Zuckerberg is trying to instigate.
Since Facebook’s new algorithm will prioritize posts that drive authentic discourse (i.e. engagements: comments, likes, and shares), brands should start listening to their audience and tailoring content to their interests. That way, users can engage organically and brands can earn boosted social rankings in an authentic way. Intelligent marketers should see this as an opportunity. (Source: HubSpot)
According to Social Media Today: “Your key focus will likely need to switch to engagement, on generating interactions amongst those in your audience. That means Pages will need to dedicate more time to responding to comments, in addition to scheduling posts; to engaging in Groups, in addition to maintaining their own Pages. There’s no cover-all answer, it’ll be the cumulative impact of various efforts, but generating conversation will be key.”
Like all disruption, other media channels and solutions will emerge due to this change. We’ve already seen other brands in the industry launch podcasts, apps, groups and move to lesser-known social media channels to communicate online with their customers.
As marketing pundits continue to weigh in, one point of agreement is that brands and publishers need to keep creating engaging content. What the future holds today is anyone’s guess. More time is needed to analyze this change and for business owners and marketers to adjust their strategies.
This will undoubtedly be a topic of debate for marketers at SHOT Show next week.