Facebook reboots content strategy for stay-at-home traffic

After running educational campaigns around misinformation surrounding the pandemic, the social media giant is now looking at a new content strategy

e4m by Tasmayee Laha Roy
Updated: Apr 6, 2020 9:05 AM
Facebook

Facebook has been quick to rework their content strategy to make the most of the rising usage of the app by people stuck at home due to COVID-19 lockdown.

"Our apps were built to withstand spikes, but the usage growth from COVID-19 is unprecedented across the industry,” said an official report from the company. According to data provided by Facebook, in many of the countries hit hardest by the virus, total messaging has increased more than 50% over the last month for the social media giant. Similarly, in places hit hardest by the virus, voice and video calls have more than doubled on Messenger and WhatsApp.  

After adding more educational resources in Instagram search, stickers to promote accurate information and removing COVID-19 content and accounts from recommendations, unless posted by a credible health organization, and creating a shared story using the 'Stay Home' sticker, Facebook has now begun to revamp their content strategy.

Before the spread of the pandemic, Facebook was upbeat about bidding for live streaming rights of major sporting events like the IPL. According to international reports, the social media player will now go slow with their plans around sports live streaming and instead look at more talk shows and license clips from TV networks. The brand is reportedly concentrating on live videos, groups and news in the present situation. News especially is an important item on their content list.

The brand is also investing $100 million in the news industry with $25 million in emergency grant funding for local news through the Facebook Journalism Project, and an extra $75 million in marketing to get money to publishers around the world at a time when their advertising revenue is declining.

This investment is in addition to the support Facebook has already pledged to the news industry in response to COVID-19. $1 million in grants for local news, $1 million in grants for fact-checking organizations, and a $1-million donation to the International Fact-Checking Network has been authorized by the American social media brand.

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