How PCM can help you beat the Facebook algorithm change

There’s no doubt that you’ve heard something about the Facebook algorithm change. At the beginning of this year, Facebook announced a significant change to the platform: they were bringing back the ‘social’ in social media and pushing away the marketers and brands. Richard Gerrettson-Cornell from RGC Advertising states that the purpose of this is to favour “engaging and meaningful posts from friends and family over branded messages.” From a personal perspective, you may think this is a much-needed change but put on your marketing hats and you might start to worry.


Let’s understand why this change has come about. Mark Zuckerberg released a statement behind the need for this change, saying that research has shown that people use their social media accounts to connect with others, and that such platforms can create a feeling of connectedness and ease loneliness.

Zuckerberg states, “As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”

One significant change that businesses will see in the short-term is a significant decrease in organic reach. Engagement will become more about interactions and valuable experience for the consumer and less about the likes and shares. Richard Gerrettson-Cornell states, “It is not sufficient to just produce content, now brands must invest more time into their social strategies by interacting with consumers, answering questions and engaging in a proper conversation. It is essential to produce quality content that people want to interact with.”


As these changes are inevitable, it forces brands to re-evaluate social media strategies and places strain on current campaigns. While Facebook is now a harder platform on which to market, Pat Callinan Media (PCM) brands make it easier. With our massive 620,000 EDM database audience of dedicated tourers, your message won’t get lost. Let’s break it down. Unsealed 4X4 reaches 220,000 unique readers every edition, while RV Daily reaches over 176,000 unique readers every four weeks. Our readers are also notified once a week to keep them updated on the most current news and a breakdown of each new edition from each of our brands. This consistent notification produces a high click-through and open rate for our EDMs and highlights our reach.

What does this mean for your brand? Not only are you reaching a 100% Australian market, digitally, you are also reaching the most enthusiastic tourers. Jess Duxbury from Silver Egg Media emphasises the importance of identifying your target audience for your product or service and that “creating anything is pointless unless you know who you’re creating it for.” With PCM brands, we have clearly identified our audience of passionate readers and more importantly, know how to engage them. If you’re trying to tap into this market, we have the platform.

Facebook also misses out when it comes to environment. Advertising is all about placement, and in the wrong environment an advertiser may be sending the wrong message or simply not heard at all. The question many brands struggle to answer is, how can we effectively reach our audience? With our premium and authentic environment for four-wheel drivers, caravanners and campers, your message is in the right place.

Not only do we have a targeted audience and environment, advertising on our magazine platforms compared to the transitory nature of social media means your advertisement and message will stay live for longer. Ema Nikoleska from Populizr explores the lifespan of one Facebook post is just 5 hours. Only 5 hours. Social media campaigns can last anywhere from a few days to a few weeks. Our digital magazines show a lifespan of 18 months to 2 years for your advertisement. You pay for your ad now, yet it will continue to work hard for years to come. You can’t say that about the short-lived social media campaigns.

If you are interested in chatting to someone about these potential opportunities for your brand, contact Mark at