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On Facebook, high-quality, engaging content is more important than ever

December 8, 2014

In order to ensure people are always seeing highly relevant content, Facebook® recently announced that fewer overly promotional posts will appear in people’s News Feeds beginning in 2015.

As people connect with more friends and Like more business Pages, News Feed is becoming increasingly crowded. Overly promotional posts in News Feed add little value compared to other more relevant posts, so Facebook, after conducting a widespread survey, listened to people’s feedback and addressed this in their recent announcement.

As I’ve highlighted with other evolutions of the News Feed, high-quality, highly engaging organic content will continue to be featured. So for financial services professionals, if your posts are getting a lot of Likes and comments, Facebook will continue to feature them in News Feed; good content that informs, entertains and makes people think will win.

What does Facebook define as “overly promotional?” This will include posts that strictly sell and make no attempt to engage, such as:

  • Posts that solely push people to buy a product or install an app
  • Posts that push people to enter promotions and sweepstakes with no real context
  • Posts that reuse the exact same content from ads

High-quality organic posts will continue to appear in News Feed. In addition, with Hearsay Social’s new promotional posts feature, financial services professionals can also use ad dollars that were previously wasted on low yield ads like billboards and instead invest them in higher yield Promotional Posts to get even greater reach.

Facebook® is a registered trademark of Facebook Inc.

Cross-posted from Hearsay’s blog

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