Everyone’s relationship with Facebook is different. Yes, because of the way the platform adapts to your network but more so because Facebook has evolved generationally.
Now with the announcement of Workplace, Facebook will challenge services like Slack and Hipchat with a network specifically made of your co-workers. Previously titledFacebook at Work, the platform is now live and out of beta.
Zuckerberg and company are resting on the fact that people already know how to use Facebook so user adoption and the pricing model will quickly attract excited enterprise clients.
Facebook will charge its enterprise customers a per-user subscription fee each month. Workplace represents Facebook’s first major move into the world of business-to-business software, they’ll take on more immediate competition with another product of theirs.
Yet, Facebook is the umbrella to a variety of communities. As the most encompassing platform for all ages, in addition to their variety of initiatives: Facebook has learned a great deal about communities and content.
Facebook’s agility in adaptiveness has kept them in front of developing trends. Their failures have been forgotten and their successes have been revolutionary. Outside of what they’ve done for digital innovation and entrepreneurship, they should also get credit for their discoveries in how people consume content.
Must read: Content Engine: The Growth Hacker's Guide to Content Marketing
Who needs audio?
There was a time when Facebook posts couldn’t support having an image attached. Back then Tweets actually went “viral” off of pure witty commentary, not GIFs. Although I sound like a boomer talking life before the information age, I have a point. I guess they did as well.
Nonetheless, there was also a time when video was the newest social media innovation.
Instagram, Vine, and Twitter had capitalized on these capsule videos, as Facebook lagged behind. Now it’s not uncommon to find videos first here.
Facebook serves over 8 billion video views per day, nearly double their 2015 statistics.
But Facebook also used their data to show a behavioral trend among social video﹣people were watching without audio on timelines. 85 percent of Facebook video is watched without sound, according to multiple publishers.
The smarter brands have changed the way they produce video on this platform to doesn’t require users to turn up the volume to stay captivated. Users’ news feeds are now flooded with short videos that feature animated text or captions narrating what can be missed without audio. Facebook is helping brands get ROI from their video content and helping users consume information in the most digestible way.
Valuable content is not only about the quality delivered but how and when users receive it. It’s kind of like meeting the perfect mate at the wrong time, it doesn’t amount to much and you have to really care about the information to pay attention at an inopportune time.
Facebook proved the product is an integral part in distributing content. Specifically with the timeline algorithm as the engine that delivered interesting, relevant content consistently. With content, the product itself is just as important. Not long ago, Facebook’s Adam Mosseri announced that the social network is changing its News Feed to prioritize friends and family.
Although I am very involved in product and user experience initiatives, content is at the core of the algorithm war. When it comes to social networks, there’s an inherent trade-off. Brands want to be in front of their audiences on an everyday basis while everyday users don't want to lose sight of the network they signed up to connect with.
Facebook’s upturn came with their reinvigorated focus on brands, thus setting a distinction between brand and user generated content. Soon after came the revival from facebook ads, media content was going to have to seemingly co-exist with the everyday people living through Facebook. To sustain the appeal for brands and advertisers, Facebook had to make some tweaks in order to reach the people within their everyday experience. Dedicated brand pages and new user interfaces that displayed ads in a way that weren’t too obtrusive invited more companies to commit teams to optimizing their Facebook presence. Yet, the changes to Facebook’s algorithm was the beginning of a revolution of timeline changes for social media platforms.
Social communities are beginning to serve different purposes for each individual but in an effort of earn revenue, their priorities often come down to this battle of the people and the publishers. Facebook’s focus on their timeline algorithm isn’t uncommon and it has set the precedent for social networks looking to breed a similar community activity.
Bring relevant content
Facebook’s umbrella continues to expand, inhabiting communities and connecting networks that are relevant to a wide range of age groups and environments.
From Facebook’s Workplace to Facebook Messenger, there are a range of platforms that each support different content. From these various services like events (now its own dedicated app) and FB groups, they’re learning how people consume content differently. They’re even serving ads within these communities; a step above their already advanced targeting. Facebook’s segmented communities allow them to serve relevant content to very tailored audiences. They also are advanced in online behavioral insights just by the nature of their user base. Facebook IQ is where they publish these statistical insights to enlighten brands and consumers.
Facebook has adapted just as quickly as people do. At the forefront of social networks, they’ve not only thrived as a company and a priority for brands but mostly as an innovator in content.
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