Will Russell of Will Russell Marketing provides insights on what the new Facebook news feed could mean for fan pages in his latest post:
Facebook launched a new look for news feeds this week to big furor, touting the renovation as:
- Goodbye Clutter | Hello bright, beautiful stories
- Bursting With Color | Vibrant new visuals bring your News Feed to life
- Fresh Feeds | Get Facebook just how you want it with your choice of feeds
- Everywhere You Go | See the same clean look wherever you use Facebook – on mobile, tablet, or web
In short, the revamped news feed will filter different content types into different feeds, provide a consistent experience across any device and increase the focus on images. (You can learn more about each change here).
Plenty to look forward to from a user perspective, but what does this mean for fan pages?
News feed changes have caused fan pages plenty of problems in the past, and I think this time will be no exception. Brands will need to adapt.
While its’s hard to pass judgement until we can put theory in practice, I think there are a few predictions that can be made with confidence:
Images, images, images
The importance of images has steadily increased over the last few years, and we’re about to take another giant leap. Brands will need to use images more than ever.
Optimize your cover photo
When a group of friends engage with a Facebook fan page, that page may be highlighted in their friend’s news feeds with the cover photo on display. Make sure yours represents your brand well.
Post about trending topics
News stories about a single topic will be highlighted in thumbnail-rich carousels in user’s news feeds.
Teach your audience
While fan pages might acquire more visibility via the introduction of new feeds, some predict that Facebook will focus on friend content for the main feed, ahead of fan pages. Make sure your audience understands where they’ll be able to find you, and push them to make use of all the feeds available to them.
Various news feeds are going to provide fan pages with an increasing number of targeting methods for their ads. Additionally, with a more visually appealing feed, ads will need to follow suit in order to optimize their effectiveness. Get thinking of how you can use the news feed changes to market your page most effectively.
While I think at first fan pages will suffer as they work out how to tweak their Facebook marketing strategy and adapt to the new news feed, overall it’s going to be a win-win for everyone. For brands, I think we’ll see better targeting, better content display and better opportunities for them to market to their target audience.
What do you think about the changes?
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