If you think about the first experiences you had as a user on Facebook, it is quite likely that they have little or nothing to do with what now marks how we use the social network and what we feel is relevant in it. If you ask users, they are clear that what they remember then is not what they have in their hands now. From the outset, they were much more open to sharing everything and accepting everything. As one user remembers, before everyone who asked for their friendship quickly became their friend. Now, add another user, everything is surrounded by many more filters.
Even in the way in which the contents are accessed and in the way in which the profiles are managed, things have changed. Those user profiles of the first years, in which things were added and your friends added more (such as those fish tanks in which your friends could feed your fish), seem light years away from what is now the standard experience From Facebook.
For those responsible for brands and pages, things have also changed a lot. What worked a few years ago on Facebook is not what works now and what could be done is far from what can be done now.
It is not just that the functionalities of the social network have changed, but also the adjustments and readjustments that Facebook has made in its algorithm and how it presents the information to its users in the content feed have impacted on the reach that they achieve and what they can get from their audiences. There is no more to think about what happened to so many pages that had based their success on the videos in recent times and that with them had put all the chips to Facebook. Some have ended up reopening their own websites and others have simply closed, because their business was no longer sustainable.
But Facebook, as we know it, is not the definitive version of the social network. In fact, it is more than likely that the company makes adjustments in what is being offered to the market and that the Facebook we know today has nothing to do with what we will know in the immediate future. As pointed out in The Atlantic, today’s Facebook will have little to do with 2020 Facebook. And, let’s not forget, that’s only two years apart.
The last obsession: the Stories
The keys to where Facebook will go and how it will change can be found in what the social network numbers say right now and in what their managers are pointing and pointing out recurrently. In its latest results, Facebook recognized that the growth of new users was slow and also that the essence of how to access information in the social network had been somewhat outdated. The news feed has gone out of fashion and Facebook is trying to take its users to other channels.
As they point out in the analysis of the American environment, from the messaging apps to the bet for the video, going through the new features more of the community (such as their dating service or sales) until the campaign they do to position the Stories, all this can be read in the key of change. These are the elements that will occupy the space that the feed will leave.
In fact, you could say that the Stories are becoming the last favorite issue of Facebook, in what they sell on every possible occasion (as, on the other hand, they did with the video a few years ago). Facebook has begun to serve advertising in them and also to defend how they will impact the industry (do not forget that they are already becoming a millionaire business for social networks in general). Facebook CEO Mark Zuckerberg recently pointed out that he saw a future in which “people will share more in their Stories than they share in their feeds”.
Facebook will not be how we expected it
The change could be substantial and revolutionary and could mean that the Facebook that is known today ceases to exist, giving way to a new space and a new scenario (one in which, by the way, brands and companies will have to learn to do again things).
Zuckerberg spoke at the last conference with investors to move from an environment in which there is only one feed to one in which there is a feed with Stories. The company will have to grow more slowly for a period but it is something they are willing to accept.