Facebook to launch multiple-channel News feed
Facebook users will probable have new options to group their News Feed in different categories so they don’t have to scroll through one long feed.
But the real reason for making this changes seems something bigger than creating options for users. Creating the additional feeds should increase the revenue of this social network.
Facebook hasn’t announced any rollout date yet, but it has been experimenting with multiple feeds and it seems like the all-in-one feed may be nearing its end.
The change to a multi-feed format makes sense for two key reasons:
User engagement remains key
As users, we expect from Facebook to stay in touch with friends and family, keep up with the news and current events, and connect with people who have similar hobbies and interests.
“People have told us they’d like new options to see and have conversations about more stories on Facebook around specific topics they’re interested in,” a Facebook spokesman said in an email to the news media last month.
More time spent, more ads. More ads, more revenue.
On the second front, the move to multiple feeds would give Facebook more advertising real estate, and possibly an even better ability to put the right ads in front of the right people at the right time. If it can keep its users more engaged through the assortment of feeds, it can serve them more ads.
Jason Stein, the CEO of marketing agency Laundry Service, succinctly summarized the driving force behind the shift for AdAge: “More feeds, more personalized experience, more time spent in app, more [ad] inventory.”
The move to create a multiple-channel News Feed looks like a smart one for the social network. As with any change, it may take some getting used to. But if done well, it can help the company on two important fronts: better satisfying its users over time, as well as its growing inventory of advertising clients.