Industry learnings

Facebook Just Went Nuclear: How to Adjust Your Strategy To Avoid the Fallout

Facebook Just Went Nuclear: How to Adjust Your Strategy To Avoid the Fallout

Guest writer Chris Wirasinha (co-founder of gives us his insights on this major change in the media landscape in Australia.

In case you missed it, Facebook just banned all publisher content from being shared, viewed or distributed to Australian users. While at first glance you may think that this just effects content publishers it also creates many ripple effects for brands. Here’s just a few of the ways you may need to tweak that strat:

01. PR Placement & Measurement Just Got A Whole Lot Harder

Sadly the human cost of the ban means editors and writers will lose their jobs. Leading to even further pressure on newsrooms and making it even harder for commercial messages and brands to cut through. It also means that even if you do get picked up your measurement of that content may be even harder.

I could be biased (given I’m a co-founder) but Linkby a new performance PR platform where you only pay for the clickscould be a solution – our CPC based articles have helped the likes of Koala, Modibodi, The Daily Edited and Remedy Kombucha significantly scale up their coverage while creating a win-win for brands and publishers!

02. Influencers just became the New Media

If you’re still unsure about whether or not to invest more in influencer marketing now would be the time. Influencers can still freely share content and many influencers (especially in the mum’s space and others) also have active community offerings and groups on Facebook that wouldn’t fall under the recent changes. Dont forget that influencers arent just on instagram – many also have their own blogs, strong presence on TikTok, Snapchat, LinkedIn, and more.

And you’re in the right place whether it’s jumping on theRight.Fit and setting up your next campaign or having them do all the work for you via TheInfluencers their fixed rate agency offering (the only one in the world!).

03. The clock’s TikTok’ing & the Clubhouse is open

When one door closes another opens. Now’s the time to get serious about TikTok even if you’re twice as old as their average user you’ve really got no excuses cause the future’s here and it’s doing a choreographed dance.

And while we’re at it get in line cause even Elon’s in the Club(house) and their audio based voice chat rooms could just be the new Club that your brand needs to be a member of! If you havent heard of Clubhouse, its a social networking app based on audio-chat. Users can listen in to conversations, interviews and discussions between interesting people on various topics – it is just like tuning in to a podcast but live and with an added layer of exclusivity.

Chris Wirasinha was a co-founder of and knows all about the power of Facebook to help independent publishers grow and succeed and create a more diverse news media. He’s now helping brands get more editorial coverage globally via Linkby which works with publishers including, Buzzfeed, Daily Mail and Broadsheet.

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