Last week, Facebook unveiled its biggest news feed algorithm change to date, favoring content from friends and family over posts from companies. But while publishers are panicked by the loss of Facebook’s referral traffic, media buyers think brands will be relatively unscathed by the algorithm change.
For starters, brands have treated Facebook like a pay-to-play platform for a long time, and Facebook said the new algorithm won’t affect paid posts on the platform, although CPM rates for Facebook ads may eventually increase, according to agency executives. However, they think the new Facebook algorithm will filter out clickbait-style promotions (“Like our product if you think this dog is cute”), which will pressure brands to create more meaningful content over the long term.
Brands already know that they get little visibility from unpaid content on Facebook, said Brittany Richter, head of social media for iProspect. Most brand content on Facebook is in the form of posts that don’t necessarily show up on a company page and are distributed through ad filters, and ad ranking won’t change under the new algorithm.