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Facebook raises the bar for pages and ads -- for marketers, this means:

"Generations Now" Weekly
Facebook raises the bar for pages and ads -- for marketers, this means:
By Lisa LaMagna • Issue #76 • View online

The big news this week was Facebook’s change to its news feed. Users see even FEWER updates from “Pages you like” and more posts from friends and family.
Facebook has lost users to rival Snapchat and Instagram (FB owns Instagram). Younger audiences are leaving Facebook, which makes it even better for reaching the 50+ crowd. Facebook hopes that less clutter will keep younger users.
For Facebook advertisers, this means:
1. Less ad inventory – there will be fewer ads placed in feeds.
2. Less ad inventory – users are expected to spend LESS time on Facebook.
3. More competition – for brands that stay on Facebook, there is more competition to reach the same number of users.
4. Higher prices – increased scarcity and increased competition mean higher costs per thousand (CPM) and higher costs per click (CPC).
5. Advertising will continue to be judged on how much engagement ads create.
6. Facebook is still an advertising company. Content that is engaging and original and valuable will still rise to the top. Not just on Facebook, but in life.
Hear how Facebook describes the changes:
Facebook Explains What Changes Mean for Users and Brands
Facebook Explains What Changes Mean for Users and Brands
Facebook ads, like YouTube ads, have been long underpriced compared to traditional media. Of course, it’s too early to know how much CPM and CPC prices will increase. 
Facebook’s changes affect Pages too: 
1.  Building a community around a page will be critical. A strong, authentic voice, a point of view, a real person who “owns” and nourishes conversation will keep organic (non-paid) traffic going. Active groups will be prioritized over pages.
2.  Individual posts will be judged more intensely for comments, likes and shares. And not just short comments, but conversational comments and long replies and exchanges.
3.  The number of “likes” a page will remain less important than how much each post is shared. Typically, a post to a page with 100,000 fans reached only 1,500 to 3,000 people –  1.5% to 3% of its fans. Now, that range will get smaller. Only the very best content will have a wider reach, unless pages pay to “boost” a post.
4.  Live videos will be key, and prioritized over pre-recorded videos and still photos and graphics. 
Facebook Overhauls News Feed With Less Clutter (Associated Press)
Facebook Overhauls News Feed With Less Clutter (Associated Press)
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Lifestyle
Stage X: Between Middle and Old Age
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Lisa LaMagna

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