• MarketingGirlFriday

Is Facebook fatigue setting in?

Poor old Facebook. They’ve not had the best week have they? Another data breach, a campaign to #deleteFacebook and now the ISBA, the trade body representing major UK advertisers, is looking for assurances about the security of users’ data, threatening that advertisers will spend their money elsewhere.

Is this a game-changer? Possibly. But as users, I think we all succumbed to Facebook fatigue a while ago. You know what I mean. You head off to your news feed – recently re-branded your social feed of course, as Facebook is not so keen on promoting news these days – and it’s jam-packed, chockfull, crammed with content, possibly not even that relevant. Scroll, scroll, scroll. It’s exhausting. It’s tedious. It’s time-consuming.

And this is the result of Facebook ‘utilising’ personal information. As a user, you’ve already revealed your name, quite possibly your age, where you live and/or work, your relationship. Facebook knows who your friends are, what you like and dislike, what you do in your spare time, where you visit and with whom. Facebook cookies means it even knows which sites you are visiting outside Facebook, and is busy preparing to flood your social feed with all that ‘related’ content.

So this is a bit of a conundrum for businesses. If users are feeling fatigued and frustrated by their overcrowded social feeds, the less than relevant content, and now, another data breach, is it really worth the effort and cost of advertising or even just posting on Facebook? And not to forget that Zuckerberg has said he is still planning on tinkering with the algorithm that prioritises content, so (in theory) social feeds will instead be dominated by posts from friends, family and Facebook groups. Thus professionally curated content from brands and businesses – the very folk funding Facebook – will sink to the bottom of the feed…

If engaging your hard won ‘fans’ is about to get harder, perhaps then it IS time to look elsewhere. As a consumer, I know I am far more engaged by well-written, targeted, relevant content which drops through the letterbox or into my inbox, than what Facebook chooses to show me. In fact, I find myself now signing up to more mailing lists, so I don’t miss out on special offers and events I previously relied on Facebook to show me … ahhh, the irony….

So what are your thoughts, folks? Facebook friend or foe? I’d love to hear from you :-)

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