Yesterday Facebook announced a new set of operating principles for News Feed, which will put much more focus on content from friends and family, and content that sparks genuine conversation between these people, with a view to improving overall experience and usefulness to its users.
Background and detail of the update
The topic of the degradation of the FB service is well discussed with issues such as “” content, hate speech, user abuse and bullying, engagement bait content, “fake news” during election periods and the endless proliferation of viral videos/articles being to the annoyance of many users. The use of Facebook currently remains high however the rise of dark social and Instant Messenger (IM) - e.g. Snap and WhatsApp – are clear signals that users are not getting the genuine personal interaction with real people that they know from FB. Clearly Facebook needs to stay relevant in this space, which is their homeland, if they are to continue their dominance of the social space.
Zuckerberg in recent years has taken his focus away from FB, branching out to new areas including internet.org, the Chan-, VR via Oculus Rift, etc. However, for 2018 his focus will switch back to FB to address the fundamentals of the platform and re-cementing it’s importance moving forward. The key thing is the re-focus of making FB a platform for everyone to have meaningful interactions with their audience.
Potential areas of change
Implications for brands