In a step to further prove that social media is more than just “media” which is the approach some brands, agencies, and marketers are taking, Facebook has start exposing its users to fewer promotional posts asking fans to buy something, enter a competition or install an app appear in news streams.
This comes just days after Facebook revealed a new set of privacy policies which will allow users to query why they have been targeted with certain ads.
The social network said the change came after it asked hundreds of thousands of people how they feel about the content in their news feeds, and many responded that they want to see less promotional content.
This will see posts that purely push viewers to buy something, posts that push people to enter promotions and sweepstakes with no real context and those that reuse the exact same content from ads penalized.
Facebook has shared an image of what a “promotional” post is.
Revealing the move in a blog post, Facebook said: “Beginning in January 2015, people will see less of this type of content in their news feeds. As we’ve said before, news feed is already a competitive place – as more people and pages are posting content, competition to appear in news feed has increased. All of this means that pages that post promotional creative should expect their organic distribution to fall significantly over time.”
The disruption social media has done to marketers remains unprecedented. “Money” (budgets) isn’t king on social media. Content is and forever will be.