{"id":4775,"date":"2018-01-15T18:48:19","date_gmt":"2018-01-15T17:48:19","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=2845"},"modified":"2018-06-19T14:39:57","modified_gmt":"2018-06-19T13:39:57","slug":"facebook-change-de-caps","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/facebook-change-de-caps","title":{"rendered":"Facebook change de cap(s) !"},"content":{"rendered":"<div style=\"text-align: justify;\">Dans son post du 12 janvier, Mark Zuckerberg a annonc\u00e9 un changement de cap majeur pour Facebook : le r\u00e9seau social aux 2 milliards d\u2019utilisateurs va se recentrer sur ses utilisateurs. <em>(Stupeur\u00a0!).<\/em> La refonte du fil d\u2019actualit\u00e9 pr\u00e9voit de diminuer les posts organiques des entreprises, des marques et des m\u00e9dias pour redonner de la place aux contenus \u00ab\u00a0qui ont du sens\u00a0\u00bb et favoriser des interactions plus significatives entre les utilisateurs. \u00ab\u00a0Que ce soit bien clair\u00a0\u00bb, a ensuite averti Mark Zuckerberg, \u00ab\u00a0avec ces changements, je m\u2019attends \u00e0 ce que le temps pass\u00e9 sur Facebook et les mesures d\u2019engagement diminuent\u00a0\u00bb. Selon lui, cette baisse de fr\u00e9quentation et d\u2019engagement sera compens\u00e9e par un temps pass\u00e9 plus qualitatif et de plus grande valeur.<br \/>\nDans les coulisses, Facebook s\u2019att\u00e8le \u00e9galement \u00e0 un second changement\u00a0de cap : celui de la VOL (Video OnLine). Depuis quelques mois, le g\u00e9ant multiplie les op\u00e9rations en ce sens\u00a0: lancement de Facebook Watch, financement de la r\u00e9alisation de contenus exclusifs (1Md$), partenariats pour la couverture d\u2019\u00e9v\u00e8nements sportifs\u2026 Les habitudes de consommation TV changent et les r\u00e9seaux sociaux s\u2019adaptent pour cr\u00e9er le futur mod\u00e8le de la consommation vid\u00e9o. Pour Facebook, la vid\u00e9o est aussi un moyen de recapter la jeunesse (qui d\u00e9laisse de plus en plus le r\u00e9seau social) et de r\u00e9engager son audience. Aupr\u00e8s des annonceurs, Facebook a d\u00e9j\u00e0 commenc\u00e9 \u00e0 r\u00e9orienter son discours\u00a0: adieu les appels aux likes et la course \u00e0 l\u2019interaction, place\u00a0au contenu qualitatif qui favorise un engagement durable et une meilleure m\u00e9morisation des contenus consomm\u00e9s.<br \/>\nChez Keyade, nous observons attentivement ces r\u00e9orientations. Pour le moment la refonte du fil d\u2019actualit\u00e9 ne devrait pas affecter les posts sponsoris\u00e9s mais il est \u00e9vident que Facebook poussera \u00e0 une \u00e9volution des formats publicitaires (enrichis, immersifs) et que les KPIs de performance tendront progressivement vers des KPIs de visibilit\u00e9.<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans son post du 12 janvier, Mark Zuckerberg a annonc\u00e9 un changement de cap majeur pour Facebook : le r\u00e9seau social aux 2 milliards d\u2019utilisateurs va se recentrer sur ses utilisateurs. (Stupeur\u00a0!). La refonte du fil d\u2019actualit\u00e9 pr\u00e9voit de diminuer les posts organiques des entreprises, des marques et des m\u00e9dias pour redonner de la place [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,295],"tags":[109,59,239,103],"class_list":["post-4775","post","type-post","status-publish","format-standard","hentry","category-its-a-digital-world","category-fil-actualite","tag-facebook","tag-socialmedia","tag-tv","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook change de cap(s) - Interaction &amp; VOL | Keyade<\/title>\n<meta name=\"description\" content=\"Facebook refond son fil d&#039;actualit\u00e9 pour se recentrer sur les utilisateurs et met le cap sur la VOL pour capter les jeunes et r\u00e9engager durablement\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/en\/facebook-change-de-caps\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook change de cap(s) - 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