Article

Trevor Evans
Trevor Evans 3 April 2018

Brands and social media platforms are reassessing their relationship

What does that mean for content? As social media networks de-prioritise content from brands, and brand themselves re-evaluate their relationships with the big social players, what does the future look like when it comes to content?

It was described as a digital ‘nuclear bomb’. Although marketing loves hyperbole, Adweek wasn’t wrong in finding Facebook’s algorithm change, announced at the beginning of this year, as cataclysmic. Designed as a response to criticism that the social network had become more promotional than personal, the social media giant said they would be altering their ranking settings to “show less public content, including videos and other posts from publishers or businesses”.

Facebook’s new goal, it stated, was ‘meaningful interaction’. It wants to prioritise posts with back-and-forth discussion, from friends seeking recommendations to news articles or videos which prompt a slew of comments. In doing so, it hopes to distance itself from accusations that its site is in thrall to corporations and does more harm than good.

So, where does this leave brands and their content? It’s clear that now more than ever, engagement is everything. Garnering interaction on posts is not just a way to drive sales to your business – it determines whether your business is even seen. And when it comes to creating engaging content, there’s only one winner: live video.

Time and again, the stats show that it is live video which is creating those meaningful interactions. According to social media analytics company Socialbakers, live video gets 200% more engagement than pre-recorded content. In an age where social media interactions now determine whether a brand stays viable, live streaming is something which companies can’t afford to ignore.

And it’s not just Facebook who is making changes which favour live content. Last month YouTube Live announced a range of new features including chat replay, where followers can see live chat conversations occurring as in real time, even when streaming has ended. That Youtube is making it easier to have a similar streaming experience even after the event suggests that live video will soon become the future of all filmed content.

Live video’s ability to solicit an active audience is of increasing value at at time when brands are feeling the social media kickback. Through doubled engagement rates it generates those ‘meaningful interactions’ which networks now seek to prioritise and allows companies to straddle the line between the public and the personal. Facebook’s new algorithms may have changed the game but there’s one way to keep playing.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more
5 Online Business Ideas to Start Up with Low Capital

5 Online Business Ideas to Start Up with Low Capital

Thinking about which business to start today is not easy. So, I came up with a few ideas that will make it easier for people who want to start a business, which requires low capital.

Alisia Watson
Alisia Watson 17 December 2019
Read more
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your...

Aleksej Đurđević
Aleksej Đurđević 7 December 2016
Read more