How live video and private messaging are threatening the status quo of the world’s biggest social media network.
I saw the future, and it was a dark one. That is, if you had any aspirations towards Facebook’s longevity as it currently stands now.
Sitting in with a packed crowd at the 2018 Social Media Marketing World conference in San Diego, I listened to Social Media Examiner CEO Michael Stelzner as he wove a tale involving one of the darkest days in social media history: January 11, 2018. That was the day Facebook CEO Mark Zuckerberg announced changes to the network; changes that would help to (in his words) foster “more meaningful social interactions”. This would include some pretty hefty changes to Facebook’s well-known algorithm; changes that would signal a tidal wave of changes that marketers and managers would need to get on board with if they wanted any chance of maintaining both relevancy and traffic generation on the site.
If there was one word that was to be the catch-all solution to many of the headaches caused by this change, it would be this: video. Lots and lots of video.
Unleashing amazing stats like the fact that Facebook’s live video platform generates 6 times the interactions that normal videos receive, Stelzner advocated a live video future for marketers hoping to maintain or grow their audience on the platform. Live video, episodic storytelling and Facebook Stories (the new Snapchat-esqe feature on the social media network) are to be the new means by which marketers, managers, influencers and creators will share their message and increase their audience.
However, Stelzner stated, bigger isn’t going to be better anymore. Users interact with content on a more casual basis, and having a smaller, more active user base will generate more interest and traffic than a large, less-interactive group.
So it may not be the end of the world after all; just like any other seismic shift in history, the ones who know how to adapt know how to survive.
More coverage of my trip to SMMW 2018 will be coming soon! Keep an eye out for it and follow me on Twitter and Instagram: