Social media giant Facebook has announced a change to its news feed algorithm, which will reduce the number of posts deemed “overly promotional” from pages on the network.
Today, most cosmetic brands and retailers have pages on Facebook, as wel as a growing number of salons and beauty service-related businesses. Currently if a Facebook user 'likes' a brand's page promotional posts will automatically dripfeed onto their timeline, highlighting deals or marketing new products. However, with the new algorithm, the frequency of these posts will be reduced.
In particular, Facebook explained it would reduce the number of posts that solely push people to buy a product or install an app; posts that push people to enter promotions and sweepstakes with no real context; and posts that reuse the exact same content from ads.
Steve Rivers, CEO of Intelligent Reach, an expert in online retail and consumer connections whose clients include House of Fraser and Superdry, said: “Marketing a product on Facebook gives retailers an opportunity to share their goods with a vast audience – but is it appropriate? The short answer is: it depends. Today’s retailers obviously need to be everywhere that their customers are looking for their products – and that includes social media. However, this activity should never be intrusive and must be appropriate for the target audience.”
He added: “Regardless of whatever changes Facebook decides to make, there is no sense in bombarding consumers with product marketing if they are not receptive to the message; consumers are sophisticated and retailers would achieve greater consideration by sharing their content in a way that users actually find appropriate and engaging. ”
The change is due to take effect in January 2015.
