Facebook is changing! Well, we know that you already know that. But here’s something more than just Algorithm changes!
Facebook is changing at a faster rate and is taking user’s privacy as the main factor in controlling the ads, for you and your posts.
Facebook has adopted End To End Encryption, meaning the data you share with others is neither held nor controlled by Facebook. But as Facebook is moving towards more private, end-to-end encrypted communication the way your feed appears is going to change drastically.
Still, there are no clear reasons why Facebook has taken this step. One of the probable reasons behind this can be Facebook advertising. Facebook has built its $55 billion annual advertising business on products that are not so private, and don’t comply with the end-to-end encryption guidelines. And they are (almost) permanently placed on the walls of Facebook.
Facebook is moving towards content that is not permanently stuck to your feed. But why is it doing so?
“I believe the future of communication will increasingly shift to private, encrypted services where people can be confident what they say to each other stays secure and their messages and content won’t stick around forever”.
Well, if you read the post from Mark Zuckerberg, Facebook is going to end. There is no deliberate end to it but it may as well disappear by itself in the course of time.
Facebook has said that its future is privacy, encryption, and disappearing content. With three platforms already in the market- Messenger, Whatsapp, and Instagram, Facebook’s not so private and secure, partially encrypted post feed is live.
This will change Facebook from what it is and what it was supposed to be – your social network. This will also change the way Facebook ads function with Whatsapp’s Business version available in the play store and Apple Store. The future of ads will be disappearing ads, ads that come beside the disappearing posts.
And when it comes to stories we know how Facebook’s Instagram has overtaken Snapchat in terms of popularity. But there’s a catch – with more and more users moving towards encrypted messaging platforms, what would be the parameters for audience targeting? Facebook uses the data provided by users on their profile to target the ads, and that’s valuable to advertisers as well.
According to a study done by Buzzumo and Buffer, where they analyzed 43 Million Facebook posts of the top 20,000 brands, they found a major decline of 50% in engagement.
The reason behind this is the audience. If you, as a Facebook user, have found yourself to spend less time on Facebook, you are not alone.
According to a study done by eMarketers “Daily time among US users fell by 1 minute last year after growing 6 minutes in 2016 and 7 minutes in 2017. Time spent on Facebook among users is declining faster than we expected, and Snapchat is also experiencing declines”.
The figures are, however, good for Instagram where time spent is still increasing.
From this study, one thing that we can say is that the reach is witnessing a downfall due to the reduced number of visitors, leading to a reduction in the time spent on social media. And it’s going to be in the free fall state for the next few years:
The other reason behind this reduction can be the content posting frequency and time of posting. As per the previous study by Buzzsumo and Buffer, where they analyzed 43 million posts of top 20,000 pages, they also found that 60% of those pages were posting more than 10 times per day. Yet they faced a sharp decline in engagement rates. The pages with more post frequency witnessed more decline in engagement.
You would probably be wondering how to do that. We have some pro tips for you:
That are all the #PRO tips for you to fight against the declining engagement rates. What are the strategies and tactics you use for your Social media? Let’s discuss in the comments section below.