In November Facebook introduced update to News Feed which hit Facebook pages that are over promotional, meaning they publish content which is too pushy for their public. Salesy in other words. This is something Facebook decided not to support based on survey results which clearly indicated people don’t like to see such posts in their News Feed. When they follow some page, people expect to see content that is relevant to them, interesting stories, valuable and not just promotions and ads “dressed up” as regular posts.
Just to remind you which content is considered as over promotional:
- 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
Although Facebook frequent updates policy can be sometimes annoying, the main intention they have is just one – to serve the best quality content people really want to see and interact with. This is the reason why Facebook likes to change things. Which is not so bad if end results are satisfying both sides. We are not going to discuss “pay-to-play” approach Facebook has toward businesses. This is reality everyone must accept.
Facebook explained these changes briefly:
“Businesses should think about their Page as a cornerstone of their online identity, not simply as a publishing service.”
Yet, fact is Facebook pages have suffered a lot in terms of organic reach since the drop is more than significant for many. This is the reason why Facebook deiced to start improving relationship with pages by giving new option which should help pages organically achieve desired results and business goals.
We are speaking about new Calls to Action option, which roll out began few days ago for US and for the rest of the world will become available next year. This option means that pages will be able to add specific calls to action to their pages, which will appear on the cover photo, next to the Like button. Facebook is offering 7 call to action buttons so admins can select the one which suits their page best. They are:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
This new option is considered as “a new way for people to interact with businesses.” And should definitely help business pages boost customer acquisition efforts. The proof this is a very good service comes from online retailer Dollar Shave Club who tried this option and achieved following results:
“Over the course of a three-week test, the Sign Up call-to-action button delivered a 2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.” — Brian Kim, Director of Acquisition, Dollar Shave Club
Read more details in official blog post explaining this new improvement for business fan pages.
And tell us what do you think of it?
Good, bad or the ugly?