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What the Facebook News Feed redesign means for marketers

Facebook this morning announced a major update to News Feed, aimed at making the popular service richer, simpler, and more beautiful.

The ultimate goal of Facebook News Feed, according to Facebook CEO Mark Zuckerberg, is to deliver “the best personalized newspaper” to every user.
That means providing a “broad diversity of content,” including high-quality public content from businesses and public figures as well as posts from friends and family. While being broad, News Feed should also allow users to drill down on specific topics that interest them.
Here are a few tips to consider when incorporating the new Facebook News Feed into your existing social sales and marketing strategy:

1. Share rich and visual content

In November 2011, according to Zuckerberg, photos accounted for 25% of News Feed stories. In January 2013, photos accounted for almost half of all stories. Additionally, posts from business pages, not friends, has increased from 15% of the News Feed to nearly 30%.

This data demonstrates that, more than ever, businesses like yours have an extraordinary opportunity to engage with customers and prospects on social media. In order to capitalize on this opportunity, brands and businesses must share rich and visual content on Facebook.
The previous version of News Feed only allotted 40% of screen real estate to the main content, including your Page posts. This allotment, says Facebook Director of Design Julie Zhou, has been greatly expanded, meaning the impact of photos and other visual content will likewise be widened. For businesses that run ads on Facebook, like Sponsored Stories, it’s essential that these also be made “richer and more immersive” to compete with other visual content in the stream.

2. Provide value to fans

While Facebook constantly tweaks its algorithms to make News Feed as relevant and personal to each user as possible, this is sometimes difficult with content coming from such a disparate group of sources. As a result, explained Facebook engineer Chris Struhar, users now have the option of choosing between the overall News Feed, an “All Friends” feed, and a “Following” feed, which only shows posts from businesses and brands.
This update will be welcomed by users, but it shouldn’t change much for businesses on Facebook. As long as you remain dedicated to providing value to fans, not in the form of self-promotional content but instead with relevant posts and photos, you will still surface in feeds and stay top of mind with your customers.

3. Share content that will work on any device

Rather than try to make Facebook for iPhone and other mobile devices look like Facebook on the Web, the Facebook design team has instead opted to port their mobile designs over to desktop. Ultimately, this will result in a more consistent Facebook experience across mobile devices, tablets, and the Web.

The value of this to businesses is that “they can think about how assets will look across different screens,” according to Facebook VP of Product Chris Cox.
Previously, marketers would have to jump through hoops trying to figure out how certain posts will appear to users on the Web versus users on mobile. Since this will no longer be the case, you can start planning your social media posts more holistically for sharing across Web and mobile.
As expected, the updated News Feed will roll out to users slowly, as Facebook collects feedback and works out kinks. Once they have a more polished version, the redesign will roll out more broadly.
Anyone curious to test out the redesign can join the waitlist here.