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.