Facebook Changes Boost Importance Of Consumer Engagement For Brands

Facebook’s changes, announced at its developer conference on Thursday, mean advertisers will need to adapt the way they interact with consumers online. With more control over news feeds, the ability to unmark certain stories and less emphasis on the ‘Like’ button, brands will have to try harder and create better content in order to remain visible on people’s pages.

Accumulating thousands of ‘Likes’ is now less relevant, brands will need to be more social and try to integrate themselves into people’s lives. One way of achieving this is through apps, which are poised to become more of a vehicle for branding, but they’ll have to be genuinely interesting and useful for consumers. Ian Schafer, CEO of digital marketing firm Deep Focus, said:

Facebook’s massive reach and importance to the web at large, and its major engagement-maximizing changes…mean engagement-led (and not impression-led) advertising has never been more important.

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