News – AU – Advertisers sway after Facebook’s news ban but hope the impact will be minimal


Advertisers are wavering after Facebook’s news ban but hope the impact will be minimal

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As Facebook exercises its nuclear option on Australia’s news, Emma Parsons and Chloe Schneider of M&C Saatchi are investigating the implications

On Thursday morning, Australia woke to shock, but no surprise to a Facebook feed with no news content, Instagram and Twitter are full of fallout, and media professionals are scrambling to figure out the impact this could have now and in the future

The truth is that since last year we have been watching smoke signals like Facebook shifting their focus back to friends, family and community connections as early as September, engineers began figuring out how to effectively remove messages from the platform, and Facebook only warned a month ago that they would consider this move if the laws were passed.Despite the signs and warnings, we were blind as few expected this bold move to actually be implemented

Websites that relied on Facebook (unstable) traffic for years, as well as advertisers who had campaigned for an ecosystem that supported news, and so on. The impact on publishers was instantaneous – the first day the overall sessions dropped for the category by 161% compared to the average of the last six Thursdays In the meantime, the total time has decreased by 13% compared to the average of the last six Thursdays

For the public, unaware of the gushing machinations leading up to this moment, it is natural to point a finger at Facebook’s perceived greed, and their reaction has been quick #DeleteFacebook is trending on Twitter for the entire Thursday

Others, including Kevin Rudd, see this as a (albeit possibly jerky) response to provocation from the Australian government Many in the press and on social commentators say it is clear that their proposed bargaining code for the news media is less about “supporting quality journalism” and more about how to get Rupert Murdoch’s digital vengeance court for Facebook’s March of Pressure on death row dedicates

As easy as it is to be cynical about the motivations of both parties, there is no debate that Australia needs a solution that will fund quality, fact-checked, trusted journalism and allow independent and local journalists to survive in one otherwise monopolized market But that is not the current situation, neither the code nor the deletion of message content by Facebook achieve this utopia

An Alternative to Both is Needed Many viable and seemingly less brutal alternatives have been proposed, including more reasonable taxation of the platform and increased government funding for quality journalism It is baffling that the two parties cannot seem to reach an agreement.Two weeks before the code is presented to parliament, some still have a glimmer of hope that the government will make the necessary changes, Facebook will reverse course, and we will all as consider nothing more than a move

As so often before, the industry was forced to spin fast for the time being. And so we look to the future Facebook has assured us that the impact on our industry and our customers will be minimal, as news only accounts for 4% of the content Make the Issue Despite Facebook’s efforts to bring the focus back to community and connection, 30% of Australians said they mostly use the platform to catch up on news and current affairs, and 36% of top stories said they did of the platform worldwide are linked to politics so the absence will undoubtedly be felt by the everyday user. Although we are optimistic, the long-term effects remain to be seen

For advertisers, the platform’s advertising tools and guidelines have been left unchanged at the time of writing.The law does not extend to advertising, which means that even news content or branded content can continue to be advertised as long as it goes through the ad manager rather than the organic content In addition, over the next week, Facebook will be restoring the content of pages that were mistakenly removed on the first run, leaving the doors open for most brands to further grow their community on the platform

While much remains the same, as marketers, social strategists, and content creators, we need to consider the context in which our creatives and news will live.The branded content we post on Facebook competes solely with updates from family and friends real, relatable , authentic content is becoming more important than ever.This is in no way new.It is simply an acceleration and containment of a larger trend, and perhaps even a welcome relief from the tsunami of fake or otherwise, that we over-consume in our pandemic-triggered, mindless scrolling have

As for Facebook itself? Well, the world is not what it was a long time ago, and when it comes to connecting with family, friends and our wider community, the competition is much tougher than before, so 2021 is an interesting year for the platform will turn out in Australia

Emma Parsons is the director of social strategy and Chloe Schneider is the content director for M&C Saatchi

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News – AU – Advertisers sway after Facebook’s news ban but hope the impact will be minimal