Today, there are growing numbers of companies wholly dependent on paid advertising through digital channels. Something that is fatal to the existence of companies, especially now that Facebook and other platforms are implementing algorithm changes that adversely affect them!
Over the past few weeks, there have been a lot of writings about Facebook’s algorithm change, which makes posts from friends a priority for posts by media companies and companies. Something that has already made the Lajkat virus site gone to the grave. But more about that later …
Background
Facebook’s news feed has long been a major source of information for users worldwide. This caused many media companies and companies a couple of years ago to commit incredible resources, both in terms of time and money, to creating content that appealed to its users.
Initially, this was very effective and many companies were widely disseminated on their content, many times based on recognition factors. Perhaps you recognise any of the following Facebook entries that flowed among the flows during this time:
Given that many companies harvested such great success, it began to pop up more and more players who built their entire business around Facebook. Unfortunately for them, it did not take long before users began to get tired of this type of content, and Facebook decided to get the case up.
Something you did by recently prioritizing posts from friends instead of those from media companies and companies.
Consequences
So, what has this change of algorithm caused?
As we mentioned earlier, change has hitherto harvested its first victim – the viral site Lajkat. A player who, a few years ago, made great success on social media with his clickable headlines. Something that promptly attracted 1 million unique visitors to their site. This week!
Surveys that have been made during the week by Breakit also show that more players can walk in the same footsteps. Figures presented by them show, among other things, that:
- News 24, which also had great success in social media, has had 42.6% less interactions (comments, reactions and divisions) between 27 January and 25 February this year, compared to the same period last year. In figures seen, the involvement fell from 148,000 interaction to 85,000 during this period.
- Today’s news has seen a reduced commitment of 70.5 percent between January 1 and February 25 this year, compared with the same period last year.
- The news initiative KIT has so far this year (January 1 to Feb 21) reached 79,904 responses to Facebook. In the same period last year, this figure was 194,723.
Paid advertising – not just dangerous
However, we will not judge the paid advertising overall as it can provide very good results – as long as you do it properly. The biggest advantage of paid advertising through Facebook, Google, Instagram or other platforms is that you can get results quickly and relatively cheaply. The only time that paid advertising can be dangerous is when you get comfortable and rely only on it. Instead of relying solely on purchased advertising, I think it should be part of a longer-term plan where it complements search engine optimization and other marketing channels.
If you need help setting up a long-term strategy that includes both paid advertising and search engine optimisation, you may want to turn to “SEO Expert Melbourne”. We help you, whether your business is small or large, newly started or established. We assume your company’s needs and target audience – so you and your customers can easily find each other.
However, the consequences of Facebook’s algorithm changes remain to be seen. How do you think the trend will look in the future?
