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“Buy an Ad to advertise your product” : Facebook’s message to brands via its News Feed update

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Facebook has today announced that it will be reducing the number of ‘promotional posts’ which you see on your news feeds. These are basically those posts, which brands (whose pages you like) post on their pages to promote a product, without enrolling in Facebook’s Ads program.

Facebook’s latest change includes reducing the number of unpaid promotional messages that shows up in users’ News Feed. It further added that this will not increase the number of paid ads users see when they log into Facebook; it will just show fewer promotional posts.

Facebook via its blog spoke of three traits that make “organic posts” — posts that individuals and companies write on their wall for their fans to see — feel too promotional. These traits include posts that solely push people to buy a product or install an app, posts that push people to enter sweepstakes with no real context, and posts that reuse the exact same content from ads.newsfeed_1

Facebook said in a post-

This change is about giving people the best Facebook experience possible. The idea is to increase the relevance and quality of the overall stories including Page posts that people see in their News Feeds.

Facebook’s new strategy could be a serious blow to the businesses that solely relied on Facebook pages as free ad space. “It’s a clear message to brands: If you want to sound like an advertiser, buy an ad,” said Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group.

Brands, actors and others have rather given a negative review to Facebook’s latest policy on News Feed. Actor George Takei said via his Facebook Page-

I understand that FB has to make money, especially now that it is public, but in my view this development turns the notion of ‘fans’ on its head.

This is surely not going to sound pleasant to the companies that have complained over the past several years that messages they post to their Facebook Pages don’t reach their fans. Posts most likely to be affected include ones that encourage people to buy a product, install an app, sign up for sweepstakes or reuse the content from an ad, Facebook said.

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