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#SocialSkim: Coping With Facebook Changes; WhatsApp Business App Launched: 10 Stories This Week

by Christian Neri  |  
January 20, 2018

This week's 'Skim: How brands can switch up their social strategy in the wake of Facebook's big algorithm change; WhatsApp officially launches its business-friendly app in six markets; just how angry Snapchat users are about the app's redesign; Facebook's plans to become more local, and to declutter Messenger in 2018; why micro-influencers could be a goldmine for your business; Facebook introduces interactive Watch Parties; top marketing tips for livestream videos; and much more...

Skim to stay with the pack!

1. Here's how marketers can adjust their Facebook strategy in wake of the algorithm shakeup

Last week Facebook announced its most disruptive algorithm change in years, deciding it would send less traffic to publishers' content and instead prioritize content that users' friends and family engages with. For brand pages and publishers, that likely means plummeting organic reach numbers, and probably higher advertising costs.

So how can you prepare for the inevitable shift?

If you want to maintain your reach, the change probably means spending more money on ads, which isn't a surprise, considering that Facebook's ad rates have climbed 35% in just the last quarter.

It also means training your digital team to not only execute campaigns and push buttons as before but also constantly optimize and deliver quality content, especially as Facebook continues its witch hunt for "engagement bait".

A bright side to all this? Facebook will likely find new ways for brands to engage with users, just not in the News Feed. It might pull a WeChat and give brands new access to Messenger, all while holding fast to its insistence that Facebook isn't a media company. Prepare yourselves for the apocalypse.

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Christian Neri is a digital marketing professional in the film & television industry, and a contributor to MarketingProfs. An American expat in Paris, he recently completed his MS in digital marketing at IÉSEG School of Management.

Instagram: @christianneri

Twitter: @christianneri

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  • by Becky Mon Feb 19, 2018 via web

    What a great article. I love the concept of micro-influencers and it's good to know we (I include myself in this population) can have real impact -- it is all about engagement and authenticity. Getting our audience to know us and trusting that we are real and honest.

    Also, I have participated in Facebook's Watch Party already and I have to say, it was a lot of fun!

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