Meta, the parent company of Facebook and Instagram, recently announced major changes to its content moderation policies in the United States. Although these changes have not been implemented in Australia, and it remains uncertain whether they will be. These changes could significantly impact small business owners in Australia who depend on these platforms for marketing and customer engagement.
What Are the Changes?
In early January 2025, Meta’s CEO, Mark Zuckerberg, declared a shift towards prioritising free expression on its platforms. Key aspects of this policy change include:
- Elimination of Third-Party Fact-Checkers: Meta plans to discontinue its partnerships with external fact-checking organisations, opting instead for a community-driven approach to content verification.
- Increased Political Content Recommendations: The platform intends to enhance the visibility of political content, reversing previous efforts to limit such material in users’ feeds.
Potential Implications for Small Businesses in Australia
While these changes are currently limited to the U.S., it’s essential for Australian small business owners to consider the possible effects if similar policies are implemented locally:
- Increased Exposure to Misinformation: Without professional fact-checkers, the accuracy of information on the platforms may decline. This environment could make it more challenging for businesses to ensure their messaging stands out amidst potential misinformation.
- Altered Content Visibility: The content might lead to decreased visibility for business-related posts. This shift could mean adjustments in content strategies to maintain audience engagement, making it more important than ever to ensure you have a trusted marketing partner.
- Changes in Community Standards: Modifications to content moderation policies may result in a more relaxed approach to speech on the platforms. Businesses should be prepared to navigate a landscape where harmful or offensive content could become more prevalent, potentially affecting brand safety.
What Can I Do to Prepare My Business for Potential Changes in Meta’s Policies?
If changes to Meta’s policies impact how you market on Facebook and Instagram, diversifying your online marketing strategy is essential. Here are the key steps to future-proof your business and maintain a strong digital presence:
1. Invest in an AI-Customised, Lead-Generating Website
Your website is the cornerstone of your online presence. An AI-ready, SEO-optimised website tailored to your industry helps generate more leads and ensures your business stands out. Mobile responsiveness, fast loading speeds, and cutting-edge technology ensure your site meets both customer expectations and Google’s standards for search rankings.
2. Maximise Visibility with a Google Business Profile
A well-optimised Google Business Profile is critical for local searches. It makes your business visible on Google Search and Maps while showcasing key information like location, hours, and reviews. Reviews, in particular, build trust and play a major role in your business’s reputation, so encourage satisfied customers to leave feedback and respond promptly to reviews—both good and bad.
3. Increase Your Presence with SEO
Search engine optimisation (SEO) ensures your business ranks higher on Google, helping more customers find you organically. With the right keywords, local SEO strategies, and technical optimisation, you can increase your website’s visibility and attract customers actively searching for your products or services.
4. Leverage Performance Marketing with Google Ads
Google Ads is a powerful tool to target potential customers where they’re searching. With tailored campaigns, flexible budgets, and advanced tracking, performance marketing ensures your business is visible at the right time and in the right places. This not only drives high-quality traffic to your website but also maximises your return on investment.
5. Cover All Bases with Multi-Channel Visibility
By diversifying your online marketing efforts, you can create a resilient strategy that safeguards your business against platform-specific changes while reaching your customers wherever they are.
While the full impact of Meta’s policy changes remains to be seen, staying proactive and adaptable is crucial for small business owners. By understanding these developments and preparing accordingly, you can continue to effectively engage with your audience and promote your business, regardless of shifts in the digital landscape.