How Facebook Marketing is Changing (And How to Be Prepared)

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Facebook, as a platform, is barely recognizable from the social network that launched to connect Harvard University students in February 2004.

And looking ahead, the Facebook of five years from now is highly unlikely to resemble the product that 2.2 billion people use every month right now.

That’s no bad thing. If Facebook is to thrive over the next 5, 10, 15+ years, it’ll need to evolve.

Here’s where we think it’s heading…

Back in January, Facebook founder, Mark Zuckerberg, outlined his vision for the future of Facebook on his Page:

What followed was an update that would prioritize posts from friends and family over public content from Pages in the News Feed.

And just a couple of weeks back, Facebook announced another significant update that could signal a new path for the platform — an update that only developers are likely to have picked up on so far.

On April 25, Facebook announced some API changes on its developer blog:

The `publish_actions` permission will be deprecated. This permission granted apps access to publish posts to Facebook as the logged in user. Apps created from today onwards will not have access to this permission. Apps created before today that have been previously approved to request `publish_actions` can continue to do so until August 1, 2018.

These changes mean that developers, and platforms like Buffer, will be unable to post content on behalf of personal Facebook profiles. This brings Facebook’s API in-line with Instagram’s, meaning developers can only post to business profiles and pages on both Facebook and Instagram.

For more information on how these API changes relate to the Buffer product, you read this full overview with all the details in the Buffer FAQ.

At Buffer, we believe it paints a pretty clear picture that Facebook wants individuals

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