Facebook’s Feed Splits into Two


As the new Instagram changes are rolled out, parent company Meta has announced another change to its other big social network – Facebook. Gone will be the home feed as users know it, and in its place will be two separate tabs: Home and Feed. This appears to be another attempt from Meta to follow TikTok’s algorithm style content recommendations, with the new Home tab being described as a “discovery engine”. So how will this affect business pages and content creators? Here at CCM, we’ve outlined what these changes mean for users and how businesses marketing on Facebook may be impacted.


Home vs Feed: What’s the Difference?

Historically, Facebook has always focused on showing users the accounts and pages that they have chosen to follow. This could be family and friends, local businesses, or favourite content creators. The new Feed tab will be focused on this type of content, that users have opted into seeing. Over the past few years, Facebook users will have already become used to seeing personalised content recommendations, from pages that have been suggested by Facebook. The new Home tab will focus mainly on this type of content, that has been algorithmically generated. For businesses and marketers focusing on expanding their audience, this is especially interesting.


Improve Reach and Discoverability

As soon as users open the new Facebook app, they will see the new suggested content Home tab, which will be a combination of text, photo and video posts. By showing users content here that they wouldn’t ordinarily see, the update provides businesses the opportunity to improve their discoverability. The intent is that content will be personally recommended to users, which means that the audience viewing posts from a business should be from demographics suited to them – increasing the content creator’s reach and widening their audience. Meta CEO Mark Zuckerberg has explained:


“This system takes into account thousands of signals to help cut through the clutter and rank content in the order we think you will find most valuable. We’re investing in AI to best serve recommended content in this ranked experience.”


As these changes are rolled out in the coming months, we will gain a clearer view of how they have impacted social media marketing strategies.


Facebook Marketing for Businesses at CCM

For more information on how your business can benefit from our range of social network marketing strategies, contact our team at CCM today. Email us at info@cobaltcatmedia.com or call us on 01625 453 050.

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