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Social Media Marketing 4.0 — Native Advertising
The only constant in social media marketing is that it is constantly evolving. As marketers adapt their tactics to game Facebook’s and Google’s algorithms to get their products and services in front of larger audiences, Facebook and Google respond by tweaking their algorithms to ensure that users only get relevant information.
In Jan 2018, Facebook (FB) announced a major change to its News Feed algorithm. The change, FB claims, is to return FB to its original goal of facilitating meaningful social interactions and will result in users seeing less public content, news, video, and post from brands or businesses. Instead, users will:
“see more posts from friends and families, posts from trustworthy sources, informative posts, and posts that are relevant to the local community.”
The change to FB’s algorithm has throttled organic reach to less than 3% of the fan base. Thus, unless fans interact with the company’s content, social media engagement is virtually non-existent. “Update” type content will not generate much interaction and will not be shown on News Feeds. The implication is that companies…
