When it comes to the popularity of Facebook, it is difficult to pinpoint it to one specific reason. Instead, Facebook’s attractiveness it is a combination of various features that makes this social network the largest social media network, globally. One of the initial reasons behind the success of Facebook was the ability of users to connect as well as share with friends and family members; and all that in a secure and user-friendly way.
Considering that friends and family was one of the initial contributors to Facebook’s success, it is also important to highlight that another contributory aspect is the ease as which the social media network allowed users to connect. This changed social perceptions globally regarding the methods of connecting with others. Even though Facebook came into existence as social network exclusively available to Ivy League universities, with only alumni from these universities being able to invite fellow acquaintances; it was only a matter of time before it became available to the general public.
Since then, Facebook have grown to such an extent that it has become a leader in the social networking industry. As a result, Facebook has also taken the lead as trend setter, with marketing as well as consumers, globally, following trends as featured by Facebook. Additionally, Facebook- as the social media network leader of the industry- also have influence in determining global strategy alterations considered by social media networks.
It should be said that the primary goal of a social network should be concerned with user engagement that is of a high quality, rather than being orientated towards revenue generation. This brings forth the announcement of Facebook’s Vice President of Product Management, Adam Mosseri, that Facebook will be shifting their focus back to friends and family. Before this announcement, this social network, like others, had their aims set on revenue generation through pages as well as brands featured.
The purpose of this focus shift, is restricting exposure of brands on Facebook and through this encourages an increase in spending. Therefore it was decided that Facebook’s Newsfeed algorithm will be altered to give preference to updates from friends and family members. Thus, reverting back to some of their initial strategies that attracted many to make use of the social media network in the first place.