Back in 2020, Facebook blocked Australians from viewing or sharing news due to the restrictions in place from the Australian Government Media Ownership Laws.  3 Years on, after the introduction of the News Media Barganing Code, Facebook annouced that it will not renew this deal.

During the intial crisis, thousands of Facebook pages used by media and news-focused organisations were converted to a simple Brand Profile Page, containing necessary company information and company contact details (No News Content).

Australia’s new Media Bargaining Law, Facebook then forced social media platforms like Facebook (Owned by Meta) into a mediation process to agree upon revenue sharing terms.

For the past three years, Facebook owner Meta has been paying Australian news media organisations for their content.  This has come at a cost of around $70 million a year.

Meta is ending its deals to pay for Australian news content.

On Friday, Meta informed Australian publishers that it won’t be renewing the deals it made when the government and it will be shutting down Facebook’s news tab features in Australia and the United States.

Where to from Here?

Was your business impacted (or will be?)
How will you combat the Facebook News Ban?

rev™ Branding is a specialist digital brand agency with more than 20 years of experience providing forward-thinking marketing, communication, and brand advisory services.

For more than 20 years, we’ve helped some of the world’s leading brands to connect with their customers using digital platforms like Facebook and LinkedIn.

Our experienced team have helped brands to mitigate the risk and migrate their content marketing from Facebook to other digital sales channels to ensure they are resilent and not reliant on a single social media platform.

How to mitigate the risk of the Facebook News Ban in Australia

Here are some suggestions to help your business to migrate your content marketing program from just being Facebook to a more multichannel marketing strategy…

Update your Facebook Profile Settings

RIGHT NOW, you can reduce the impact of the Facebook page restrictions to change your profile set-up categories from being ‘news or media’ to a brand or personality page.  It’s also a good idea to review and update your company profile and contacts while you are here…

Create Brand Ambassador Pages

Move a portion of your content marketing to employee pages or engage brand ambassadors/affiliates to do this for you?  Utilise these pages to publish business updates e.g. what is on, events, new products and services. For example: if you are Radio Station, invest in content marketing using your show host’s brand profiles.

Encourage the use of Facebook Messenger

Static brand profile pages can still utilise the Facebook Messenger service to stay connected with your community. Ensure that you’ve got this set-up and working correctly, and check that you are using some of the messenger automation tools to provide a more efficient way of supplying alternative communication options e.g. providing website details.  

Utilise Groups on Facebook or LinkedIn

Groups allow you to manage and retain a loyal group following that are interested in a specific topic.  Having members in a group ensures that you retain your links when changes to Facebook audiences happen from time to time.

Create a Website (and make sure it’s up to date)

Every business or brand should have its own website.  Websites allow you to control your online audience and following and not be relient on 3rd party platforms. Whether its for branding, communication, or sales, its ESSENTIAL that you have a good quality, Google compliant website.

 Build a Mobile App

I don’t recommend this for all business types, but if you provide a regular service to a group of people or community e.g. Energy service provider, then having an app is the perfect way for customers to engage with your brand and receive information updates regularly.   

Already have a Mobile App?

Make sure that you ask your users to ‘turn on notifications’ so they receive real-time updates and communications.  Think about ways to expand your communication channels to the people who use the app e.g. provide links to websites and other business tools you provide.

Implement an Email or Text Message Marketing

There are numerous tools available that allow you to send out real-time news updates, marketing offers and promotions via email or text message.  Use this to move people who require urgent or real-time updates from traditional social media platforms to a direct communication channel.

Utilise Alternative Social Media Platforms

Rather than being so reliant on a single ‘free-to-use’ platform like Facebook, it is a good idea to spread your marketing content across multiple channels and have these link back to your core platform – your website!

Its also improves your online search results (Google SEO)

If you are business-focused, think about using LinkedIn, YouTube, Vimeo, Twitter, eMarketplaces (eBay, Amazon etc) PLUS industry-specific websites and portals.

More consumer-focused? Try Pinterest, YouTube, Snap Chat, TikTok, YouTube to name a few.

Use a Masked URL for your Posts

Use a tool like Bitly to shorten and mask your shared URL for Facebook posts and articles (It’s a bit naughty but it works).

Communicate with your Customers

One of the MOST important things that you can do is communicate how the Facebook restrictions to sharing and viewing news impact your business and your customers. Use email marketing programs to send updates and marketing messages to clients who already know your brand.

Need Some Help?

If you need help to adjust your content marketing strategy to become less relient on Facebook, then speak with our digital transformation team who can help you to build a multichannel marketing program that will be robust, independent, and personalised to your customer’s needs.

Please contact us on 03 9863-7444 or email [email protected]