Facebook's News Feed change leaves investors nervous

Federico Mansilla
Enero 14, 2018

Facebook users can expect less media and public content in their news feeds and more posts from their families and friends under new plans to make the social media site more "relevant" to users.

Facebook share fell four per cent within hours after Facebook CEO Mark Zuckerberg announced the changes to make the social network more meaningful, The Sun reported. However, their efforts failed after research showed the tags were not effective.

"Academic research on correcting misinformation has shown that putting a strong image, like a red flag, next to an article may actually entrench deeply held beliefs - the opposite effect to what we intended", Facebook Product Manager Tessa Lyons said in a blog post in December.

But while there are expected to be many media owners and brands reeling from Facebook's decision, Ogilvy Australia head of digital, Jason Davey, took a positive view of the news, labelling it a win for customer experience and quality.

Advertising should be useful and informative, and/or entertaining and add value to culture, Davey continued. "For advertisers, this will mean a focus on quality, rather than volume. We built Facebook to help people stay connected and bring us closer together with the people that matter to us", Zuckerberg posted on Facebook on Thursday.

"The impact will vary from page to page, driven by factors including the type of content they produce and how people interact with it", he stated.

People who want to see more posts from pages they follow can choose "See First in News Feed Preferences", Mosseri said. In addition, page posts that generate conversation between people will show higher in news feeds, with video expected to be the winning format here.

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"As we roll this out, you'll see less public content like posts from businesses, brands, and media", he stated. He added that although he expects the amount of time people spend on Facebook will go down, he believes keeping users in a good mood will be better for the business and community in the long term - but he didn't say how, exactly, that's going to happen. But I also expect the time you do spend on Facebook will be more valuable.

In the face of the changes, Davey advised brands to do things that people will talk about with their friends and family on Facebook.

"Like all mediums, Facebook is subject to market conditions and this will find its own "water level" overt time".

Facebook has always been criticized for creating "filter bubbles", the echo chambers of friends and like-minded people whose views are reinforced by their friends' posts on the platform. My advice is focus on coming up with ideas worth talking about and the audience will find you.

Oh, the researcher at Korea Press Foundation, said it was too early to say whether the latest measure would reinforce Facebook's "filter bubble" effect or not.

In his post, Zuckerberg also attributed the explosion of content online partially to the rise of video viewing.

Although users will still be able to post links to fake news articles and share those posts with their friends under the new system, stories that garner lots of interactions will now be prioritized on a user's News Feed, while factual news that debunks the fake news will be deprioritized.

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