The new facebook feed! The 3 questions that overseas brands are most concerned about!
At 9:00 p.m. US time on July 21, Meta CEO Mark Zuckerberg updated a video on his Facebook, in which he highlighted a major update to Facebook's mobile user interface:
The Facebook application has a new function bar called "Feeds", and in this function interface, it is used for All (all), Favorite (favorite), Friends (friends), Group (group) and Pages (public home page) tags to retain the previous category browsing experience.
At the same time, the original homepage information flow has been adjusted to a "Home" with a "discovery engine" added. With the help of the recommendation algorithm, it will display the content of interest recommended by the algorithm to you in addition to the content of the relatives and friends that the user pays attention to.
As Zuckerberg put it in his post: "One of Facebook's most requested features is to make sure people don't miss their friends' posts." Therefore, the pages in the new Feeds tab are viewed by time. Content of all people/pages/groups you follow in reverse order.
As Facebook's largest traffic portal, the former News Feeds were divided into two. What does this mean? How should overseas brands respond to this update?
From the experience of serving many overseas brands in overseas social media marketing, it is believed that in response to this update, overseas brands need to figure out the following three issues:
Can ads be placed on both the "Home" page and the "Feeds" page?
What is the purpose of the "discovery engine" proposed by Facebook, and what form will it evolve into?
What aspects should future Facebook marketing brands focus on?
Let's answer them one by one.
Question 1 Can both the "Home" page and the "Feeds" page serve ads?
Updates to features and pages will directly affect ad delivery, and according to Facebook, both the "Home" page and the "Feeds" page will contain ads.
Therefore, for brand advertising, the update of this function is equivalent to adding a new place that can be placed. And if the "Home" page makes Facebook users' reading habits more open in the future (willing to receive information they don't follow), it will also benefit advertisers' advertising campaigns.
Question 2 What is the purpose of the "discovery engine" proposed by Facebook, and what form will it evolve into?
The term "discoveryengine" also appeared in Zuckerberg's post, where he said: "Our discovery engine will recommend content we think you care about most." This brings us to a more familiar name - TikTok's "For You" page.
On the surface, we can see that Facebook will add a "reverse chronological" follow-up stream to the Feeds page, but in the demo we can see that the new Feeds page is not the first display when users enter the Facebook program Instead, the "Home" page with the newly added "Discovery Engine" can be seen at a glance after users open the application.
From the priority of page presentation, we can also see that although Facebook wants to express its “original intention” to let users not miss friends’ information, the more important page in this update is the “Home” page that will recommend content that users have not followed. ".
What is the purpose of doing this?
In order to deal with the impact of TikTok, seize the user's usage time from TikTok's hands.
According to Statista, by 2021, TikTok users will spend more than 960 minutes on the app per month, or an average of 32 minutes per day. And that number went public in 33 minutes on Facebook.
Although Facebook is still 1 minute ahead in terms of user usage time, for the social media with the most users in the world, TikTok is only one step away from catching up and surpassing Facebook.
For Facebook and TikTok, overseas users have such a usage scenario-open Facebook every day, refresh the dynamics of relatives and friends, and then leave to start entertainment on TikTok.
Does this look like the time-consuming scene of Douyin when you contact people you know on WeChat in China?
Facebook wants users to find more interesting content and stay more time on Facebook in addition to checking their relatives and friends in a "punch-in" style.
Therefore, as a trend, "discovery engine" is essential, and "guess what you like" is imperative.
Question 3: What aspects should brands focus on in future Facebook marketing?
Since Facebook introduced Reels short videos, Facebook's gradual "TikTokization" has become a common topic.
Combined with the update of the information flow page, we believe that in the future, brands should firstly pay more attention to the role of short videos in Facebook marketing, and secondly, they should focus on "popular" communication.
Previously, Facebook’s content was spread based on acquaintances, and it was difficult for other users to see your content without following your homepage. However, driven by the discovery engine, every piece of your content may be seen by more unfollowing users, so more active participation in the discussion of hot topics and more popular brand display will be the key to Facebook marketing in the future. one of the focal points.
Epilogue
The update, which began appearing in users' mobile Facebook apps as of Zuckerberg's post, is expected to roll out globally next week.
If you are interested in how to help your brand gain more traffic and influence in the transformation of Facebook and other social media platforms, and if you need more one-on-one support from experienced overseas social media marketing experts, welcome to stay Please contact us below and we will arrange someone to contact you.