Facebook’s changes are absolutely necessary

Its fair to say that brands and content providers of all descriptions are continuing to develop greater presences on Facebook which unabated would just lead to cluttering and spamming of the all valuable newsfeed. So Facebook have to make it harder for brands to access a user’s newsfeed or the user experience will decrease and so too the users demand for Facebook. It was always inevitable.

The changes make it harder for brands to connect with fans but to me that highlights two things: firstly that brands have under delivered on the level of engagement that should be delivered to a brands fans, and second that the fans of a brand, i.e. the ones that actually have a conversation with the brand in Facebook will end up being the true fans of the brand, adorers not just passing interestees.

Its a tangible reminder that people are largely indifferent to bland messaging and that brands have to now, and should have always anyway, over delivered on the engagement front.