About InstantEncore

InstantEncore is the leading provider of mobile solutions to performing arts organizations around the globe. Our partners use the InstantEncore platform to power their mobile apps, enhance live experiences and create deeper relationships with their audiences. InstantEncore partners include Chamber Music Society of Lincoln Center, Curtis Institute of Music and Dallas Summer Musicals. With Tessitura™ Network, Inc., our partners include the New York Philharmonic, The Shaw Festival and Santa Fe Opera.

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Facebook’s Changes to News Feed Will Affect Your Organization

On January 11, 2018, Facebook announced that it will make significant changes to how a person’s News Feed is viewed.  This will affect how businesses and organizations (for-profit and not-for-profit) use the platform to engage with their customers, market to them, and sell to them.

Mark Zuckerberg stated that Facebook wants to get back to its roots – connecting people with one another around the world.  The hope is that making the change to a person’s News Feed will bring meaning and engagement to users.  Not businesses.  They tested this change in 6 countries last year and saw traffic drop by 60%-80%.

So what does this really mean? The Facebook head of News Feed, Adam Mosseri, stated, “As we make these updates, Pages may see their reach, video watch time, and referral traffic decrease.”   Mark Zuckerberg also stated in a Facebook post, “Because space in the News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”  Your reach, video watch time and referral will most certainly decrease!

Posts from Pages will now be relegated to a separate Explore Feed. The only way your page’s posts will appear in someone’s News Feed is if you pay to sponsor the post or someone shares your post with their friends.

For arts organizations, this will make creating meaningful and shareable content that ‘cuts through the clutter’ on Facebook more important than ever.  It also means that enlisting your patrons to share on your behalf will be very important.

As meaningful engagement gets more challenging on social media platforms, the value of driving patrons to a branded native app makes more sense.  Once the patron has downloaded your app and is incented to share content from the app to social media platforms, two things are accomplished:

  1. You now have a passionate, valuable, and engaged app user that is 20x more likely to connect with your arts organization
  2. You have enlisted a passionate champion of your organization to help spread the word on social media platforms.

Relying on Facebook Pages to generate awareness won’t be as useful as in the past.  I don’t know about you, but I rarely look at the Page posts or the past Local Business posts.  Most arts organizations also don’t extra budget to throw on to Facebook ads.  So getting creative will be an absolute necessity.

Combining the best of a native, branded app with innovative strategies to still penetrate Facebook, may be worth considering.

InstantEncore powers hundreds of branded apps that increase the engagement of valued patrons while creating fun and easy to use ways for patrons to share their love of the arts.

To learn more about these changes and how a branded app may help deliver your brand to your patrons, please contact david@instantencore.com

Regards,

Chris

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Additional reading:  TechCrunch: How publishers will survive Facebook’s newsfeed change

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