Facebook's Recent Algorithm Change affects The Effectiveness Of Your Influencer Marketing
Facebook's recent algorithm change diminishes the ability for brands to organically interact with those who follow their pages, it doesn’t negatively affect the interaction between content creators with large audiences and their followers. In fact, the change increases the likelihood of interactions by reinforcing connections between actual people and influencers.
1. This Facebook algorithm change has enabled the natural tendency of humans
Naturally, people associate with others who share their interests. This concept bleeds into influencer marketing, as consumers follow content creators who share their similar interests, creating a digital friendship. That human tendency results in many individuals following a handful of savvy creators, and of course, that’s where the marketing aspect comes into play. Any time there are a lot of eyeballs anywhere, smart marketers take advantage.
This Facebook algorithm change has enabled the natural tendency of humans to connect with others with shared interests. Facebook algorithmically improving social connections between consumers and those they find interesting is quite possibly the biggest boon to influencer marketing since the birth of Twitter.
2. Both Facebook And Brands Win With This Change
Facebook wins because it will realize new revenue from brands that will now need to buy their way into the feeds of their target audience. Brands can win by leveraging their influencer marketing programs to maximize the effects of this increased ability of people on Facebook to connect with one another.
Since Facebook owns Instagram, it’s likely Instagram will follow suit and give increased priority to organic content over that of branded accounts. This remains to be seen.
While it’s possible that Facebook could stunt any increase in interaction between influencers and their followers by limiting the presence of pages or verified accounts, things are looking very positive for brands properly implementing influencer marketing programs for now. Unless the waters are muddied regarding “meaningful social interactions,” Facebook will never truly be able to minimize the power of influencer marketing.