Connect with us

Social Media

How Facebook is pushing businesses into the arms of Google+

(Social Media) Facebook has made changes to their algorithm, but most businesses still have no idea why their Page is failing, and how Facebook could be positioning G+ to win.

Published

on

facebook

Facebook is changing their algorithm

Last month, Facebook announced changes to their algorithm in what they called an effort to improve news feeds, surfacing “higher quality” content to users that they are more likely to click on based on their current behavior on the site.

bar
This means that meme photos will be diminished in value along with overly shared links, as Facebook deems those to be lower in quality, and they will begin promoting news articles to users, stating that their research shows people enjoy coming across them more than they do pictures of landscapes with inspirational quotes, or shots of cats with silly phrases. They will begin displaying “relevant” articles underneath links in the news feed that readers have recently opened, with the idea that this will expose them to something else of interest.

But the truly important part: organic reach

Facebook also admitted that organic reach of Pages is dropping, so even though 6,500 people have indicated that they like your company and want to receive your updates on their news feed, the social media giant is surfacing Page content in news feeds less so they can charge for you to reach the customers you’ve already won over as fans.

They blatantly stated last month that that paid advertising is the best way to increase visibility, noting, “As the dynamic nature of News Feed continues to follow people’s patterns of sharing, Page owners should continue using the most effective strategy to reach the right people: a combination of engaging Page posts and advertising to promote your message more broadly. Advertising lets Pages reach the fans they already have and find new customers as well.”

Some took this as a confession from Facebook that they are reducing the organic reach of Facebook page posts so they can suck money out of companies in the form of advertising, while others assert it is not a conscious effort, rather an acknowledgement that Facebook is getting noisier and to cut through the noise, brands must be engaging and may have to pony up to increase visibility.

Facebook says they expect this trend to continue, and we’ve seen it first hand in our own pages, regardless of the type of content shared. The video above is one of the best explanations of why this is a crock, and why we think that Facebook could be pushing business users straight into the arms of Google+.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Continue Reading
Advertisement
4 Comments

4 Comments

  1. Matt

    January 16, 2014 at 10:25 am

    Yeah, it sucks to spend a lot of time and money building a fan base and having to pay to reach them. But… The reach that page posts get is extremely dependent on the engagement level of the people who have viewed it. If it is getting liked or commented on a lot it will reach a much higher percentage of your followers. For example if make a post that’s not very engaging and gets only a handful of likes it will be displayed to only about 10% of my followers or less. If I make one that is engaging and is being liked by a large number of the followers that viewed it (5%+ of all viewers) and is receiving comments, it will reach nearly the entire available page audience.

  2. Erin Round

    January 16, 2014 at 2:21 pm

    Thanks for the vid! it put all of my scattered thoughts into a nice video package 🙂 I work in real estate and keep telling new agents [and seasoned ones!] start using Google+, build yourself up which goes without saying for YouTube, Gmail, etc.. I don’t think anyone is too shocked with the direction FB has gone.

  3. Maris Munkevics

    January 17, 2014 at 1:41 am

    Facebook is pushing business pages into arms of Google+, however, Facebook still need to think how to push personal users towards Google. When this happens, the circle will be completed, lol.

  4. Leaf Mother

    May 13, 2016 at 9:39 pm

    Actually all G+ needs to do is absolutely nothing, and eventually they will get most of Facebook’s SME market, which in turn will lead to these businesses promoting their G+ pages and thus attracting ordinary users to G+, and the migration will happen. Facebook’s greed will be their undoing. If G+ however implements a similar system of “double dipping” (akin to Fb making you pay for page likes, and then yet again to reach those likes), then G+ will be throwing away this potential migration to its platform.

    Whilst it might seem common sense for G+ to do nothing, let’s remember that big corporates make mind numbingly bewildering decisions all the time. Just look at how FB still hasn’t backtracked on its double dipping – to any outsider we can see from a million miles away this will backfire, and yet they can’t. If G+ doesn’t implement too many new “exciting changes” it will flourish. They just have to sit by now and wait.

Leave a Reply

Your email address will not be published. Required fields are marked *

Social Media

Instagram for Kids: Do kids really need social media that young?

(SOCIAL MEDIA) Instagram for Kids is a terrible idea that we’ll have to contend in the not-so-distant future as social media becomes more prevalent in our lives.

Published

on

Young girl playing phone, exploring Instagram for Kids

As a Facebook company, Instagram is used to pushing the envelope, and not always in a good way. One of their most recent initiatives, dubbed “Instagram for Kids”, offers pre-teens the opportunity to use a parent-controlled Instagram version—but global criticism is already mounting.

Instagram has a 13-and-up policy that restricts pre-teen kids from signing up for the app (in theory), but Instagram for Kids would allow younger users to share and interact with photos without the pressure of ads and inappropriate content (again, in theory). The goal behind a social media app for 12-and-unders is curious, given that acceptable teen social media use already starts at, arguably, a younger age than is responsible.

According to Instagram, though, their motivation for the app is simply to reduce access to harmful aspects of the web without instilling FOMO in younger children: “Kids are already online, and want to connect with their family and friends, have fun, and learn. We want to help them do that in a safe and age-appropriate way, and find practical solutions to the ongoing industry problem of kids lying about their age to access apps.”

Instagram also promises to “consult with experts in child development, child safety and mental health, and privacy advocates to inform [the app experience].”

That’s all fine in—and I cannot stress this enough—theory, but several members of the original internal discussion about this version of Instagram acknowledged that existing Instagram users who are under the age of 13 probably won’t switch over to the new platform, making Instagram for Kids obsolete for any illicit users. That leaves only one conclusion: That Instagram for Kids is for a substantially younger audience.

It’s difficult to find a morally upright justification for creating a social media app for, say, 8-year-olds. Parent control or not, the potential for data collection, early technology addiction, and breaches of privacy is very real. Add to that the fact that the children who are likely targeted by this app can’t exactly give informed consent for their information to be shared (not that 13-year-olds can, either, but that’s a different thing), and it starts to look pretty shady.

Instagram is already tangentially responsible for things like false marketing, eating disorders, and mental health decline in otherwise healthy adults. Adding pre-teens to that list is not only irresponsible—it’s morally bankrupt. Please keep your kids off of apps like this.

Continue Reading

Social Media

Reels: Why Instagram can’t compete with TikTok… yet?

(SOCIAL MEDIA) The future for Instagram Reels is uncertain, since even Instagram has acknowledge that TikTok is far ahead of them, but what does it mean for their future?

Published

on

Phone camera on stand in foreground with two women filming for TikTok or Instagram reels in the background

If you’re a TikTok user, chances are you’ve scoffed at Instagram’s attempt to compete with the hype. Yes, I’m referring to the Reels feature.

In an attempt to step in and absorb all the TikTok user run-off in August, when Trump announced the TikTok ban, Instagram launched Reels. Short, catchy and sharable clips, Reels are almost exactly like TikTok videos – but are they catching on?

In an interview with The Verge’s “Decoder” podcast, Head of Instagram Adam Mosseri says that he isn’t yet happy with Reels, stating that TikTok is still “way ahead”. While Reels is growing in terms of shared content and consumed content, it’s not nearly where Instagram hoped it would be by this point. Perhaps this is because TikTok is still alive and well. Or perhaps there’s something else to it.

It’s interesting to note that some of the most popular Reels on Instagram are simply reposted TikToks. This poses the question: Is Instagram’s Reels simply a channel where the ‘cream of the crop’ TikTok videos can get posted in a second location and exposed to a new audience, or is it actually a platform for creators?

Mosseri also hints at some sort of consolidation across Instagram’s video features (i.e., IGTV, in-post videos, Reels). Without being entirely sure what that will look like, I’m already skeptical – is this all just another example of Facebook (via Instagram) trying to hold a monopoly on the social media sphere?

My opinion? As long as TikTok is still in operation, it will reign supreme. While the two apps have a ton of overlap, they are simply different cultural spaces. TikTok is a trend-heavy, meta-humor creative space that relies on engagement between users through effect, duets, and other TikTok-exclusive features.

Adversely, Reels is a space for Instagramming millennials and Gen Xers who might be choosing to opt out of TikTok (which has sort of become the cultural epicenter for the younger Gen Zers). The feature might also be used by Insta influencers and creators of all ages who toggle between the two apps (i.e., reposting your viral TikTok on Instagram to gain more traction).

Whatever the reason is for engaging in Reels, I’m fully certain the feature will never amount to the success of TikTok – but I guess we’ll have to wait to see what Instagram has in store for us next.

Continue Reading

Social Media

How this influencer gained 26k followers during the pandemic

(SOCIAL MEDIA) Becoming an influencer on social media can seem appealing, but it’s not easy. Check out this influencer’s journey and her rise during the pandemic.

Published

on

Influencer planning her social media posts.

Meet Carey McDermott – a 28-year-old Boston native – more widely known by her Instagram handle @subjectively_hot. Within a few months, since March, McDermott has accrued a whopping 26k following, and has successfully built her brand around activism, cheeky observations of day-to-day bullshit, and her evident hotness.

“It mostly started as a quarantine project.” Said McDermott, who was furloughed from her job at the start of shelter-in-place. “I had a lot of free time and I wanted to do an Instagram for a while so I thought, ‘I might as well take some pictures of myself.’”

To get started McDermott, used a lot of hashtags relevant to her particular niche to get noticed, and would follow other influencers that used similar hashtags.

“I definitely built a little online community of women, and we all still talk to each other a lot.”

Like many popular influencers, McDermott engages with her audience as much as possible. She is sure to like or reply to positive comments on her pictures, which makes followers feel special and seen, and subsequently more likely to follow and continue following her account. She also relies heavily on some of Instagram’s more interactive features.

When asked why she thinks she has been able to build and retain such a large base in just a few months, McDermott explained: “I think people like my [Instagram] Stories because I do a lot of polls and ask fun questions for people to answer, and then I repost them”.

But it’s not just fun and games for @subjectively_hot – Carey wants to use her account to make some substantial bread.

“I’ve gotten a bunch of products gifted to me in exchange for unpaid ads and I’m hoping to expand that so I can get paid ads and sponsorships. But free products are nice!”

Additionally, McDermott was recently signed with the talent agency the btwn – a monumental achievement which she attributes to her influencer status.

“Having a large Instagram following gave me the confidence to reach out to a modeling brand. After they looked at my Instagram, they signed me without asking for any other pictures.”

To aspiring influencers, McDermott offers this advice:

“Find your niche. Find your brand. Find what makes you unique and be yourself – don’t act like what you think an influencer should act like. People respond to you being authentic and sharing your real life. And definitely find other people in similar niches as you and build connections with them.”

But McDermott also warns against diving too unilaterally into your niche, and stresses the importance of a unique, multi-dimensional online persona.

“[@subjectively_hot] is inherently a plus size account. But a lot of plus size Instagrams are just about being plus size, and are only like, “I’m confident and here’s my body”. I don’t want to post only about body positively all day, I want it to be about me and being hot.”

And you definitely can’t paint this girl in broad strokes. I personally find her online personality hilarious, self-aware, and brutally anti-patriarchal (she explicitly caters to all walks of life minus the straight cis men who, to her dismay, frequent her DMs with unsolicited advice, comments, and pictures). Her meme and TikTok curations are typically some of the silliest, most honest content I see that day and, as her handle suggests, her pictures never fail in their hotness value.

For McDermott, right now is about enjoying her newfound COVID-era celebrityhood. Her next steps for @subjectively_hot include getting paid ads and sponsorships, and figuring out the most effective way to monetize her brand. The recent spike in COVID-19 cases threaten her chances of returning to the place of her former employment in the hospitality industry.

With so many influencers on Instagram and other platforms, some might find it hard to cash in on their internet fame. But with a loyal fanbase addicted to her golden, inspiring personality, I think Carey will do just fine.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!