When going gets tough, tough gets going." This is a word on the poster posted on Facebook office. On the front page of the newspapers, Facebook released the News Feed after redesign, which is the biggest changes Facebook made on information flow function so far.
If the user does not like, then Facebook advertising and traffic are likely to decline. In the past, Facebook layout modifications were careful, fine-tuning through long-term observation of user behavior, this time it is a special case.
In 2006, Facebook first introduced the news feed feature, which has caused a lot of panic, users are worried about their privacy being leaked, but in the end Facebook has won the victory.
We are all aware that the feed will not infringe user privacy. It just collects our page info that we read on Facebook, and observers also found that the form of information flow showing, allows users to easily be addicted. User residence time is increased substantially, so it will have social empire we can see today.
Now, Facebook still wants to try this change, but obviously the risk it bears is much higher. Now the company has 10 million users, tens of thousands of third-party applications relying on it to survive, swaying advertisers, and the discerning investors on Wall Street are constantly advocating to earn more money. Fortunately, over the past seven years, Facebook has accumulated a lot of profit, it has not fluctuated because of a series of homogeneous products emerging on the market. GateKeeper this system also helped a lot. It can do testing and planning for a small part number of user base before the site revision.
Nevertheless, the revision of the news feed is different from open social map, timeline, and picture search, these are relatively fixed products. Zuckerberg and his team think to test all similar poker games or other money applications, but the news feed is an application occupied user the most time, this involves to the home page, the main page of mobile terminal, the place where users go there and back most time daily.
However, the risk for this thing is too complicated. Facebook is a global network formation through information education and accumulation of a lot of technologies, a lot of people have been complaining about often easy to get lost in the network, and this re-design will be only worsen this situation. The visits will be reduced if users feel when looking for information flow more trouble than before.
The revision, has the main three directions, Story theme, finding the user potential demand theme, and cross-platform consistency experience. On a specific display, the pictures of all applications are all increased.
Facebook currently promotes the new version of the News Feed on the small number of pages, is expected to be opened within a few weeks. The improvements will be revised the habits of the user logging on the homepage to get information. This is an improvement in user stickiness Facebook suffered from complaining of the industry in the past few months.
In the aspect of advertising revenue, Deutsche Bank analyst Ross Sandler predicted, News Feed will bring revenue of $27.4 to Facebook. Some analysts believe that the upgrade, more is to cater to advertisers to better display ads.