CHANGES being rolled out on
Facebook will make it harder
for travel companies to reach
their audience and market
themselves.
Ceo, Mark Zuckerberg,
announced on Facebook
earlier this month that the
changes would result in
users seeing less public
content like posts from
businesses, brands, and
media.
“One of our big focus areas
for 2018 is making sure
the time we all spend on
Facebook is time well spent,”
said Mark.
Natalia Rosa, director
of Big Ambitions, says
because the rules will see
the prominence of content
that users generally don’t
engage with decreasing
in distribution, travel
companies should focus on
quality over quantity. “Posts
that will hit the Facebook
sweet spot will be those
that spark conversations
and meaningful interaction
between people.”
“Travel companies should
look at investing in creating
higher quality content that
will have higher resonance,
specifically for their Facebook
audiences,” says Kathryn
McConnachie, head of
content at Retroviral. She
suggests limiting the sharing
of articles from third party
sites in favour of original
content posted natively on
Facebook as opposed to
linking to another website.
Both Kathryn and Natalia
believe it will be increasingly
expensive to reach target
audiences.
Travelstart’s Russell Jarvis
expects that engagementbait
will be penalised, and
giveaways, as well as asking
for likes to enter a contest,
will no longer be a viable
strategy.
Agencies using Facebook
should increase their alwayson
spend budget to secure
reach, and start looking into
the other advertising options
offered by Facebook that
go beyond pushing content
into users’ newsfeeds, says
Kathryn. “When it comes to
driving bookings and sales,
you will need to increasingly
look at Facebook’s growing
e-commerce options and
different ad formats tailored
for conversions.” She says
these are much better
suited to specific business
objectives than traditional
Facebook posts.
