The latest news to send marketers worldwide into meltdown is Facebook’s recent API changes. But what does it actually mean?
Let’s start at the beginning - API stands for ‘Application Programming Interface’. This is a piece of software that allows two different applications to work together.
For example, if you are looking on a clothing website and you select a filter to show only ‘red’ shoes. The API goes into the website’s database to pull out all of the products that match your search. Your data is never fully exposed to the server, meaning only necessary information is communicated across.
Why is Facebook Changing?
Due to the Cambridge Analytica scandal which revealed that millions of users’ data had been breached, Facebook is clamping down on privacy and security to prevent another misconduct.
Mike Schroepfer, Facebook’s Chief Technology Officer, clarified in a Newsroom blog why developers are making sudden changes to the social media platform:
“We promised to take a hard look at the information apps can use when you connect them to Facebook as well as other data practices… we believe these changes will better protect people’s information while still enabling developers to create useful experiences.”
This means Facebook and Instagram are putting in measures to make sure users’ data is secure from third party apps.
How Will It Affect My Business?
Worried about how all of this will impact your marketing efforts? There are nine main API changes outlined by Facebook which will affect:
- Events API
- Groups API
- Pages API
- Facebook Login
- Instagram Platform API
- Search and Account Recovery
- Call and Text History
- Data Providers and Partner Categories
- App Controls
Tagging Other Pages
Using a social media management tool, you will not be able to mention other pages in your posts anymore. Want an easy way around this? Edit the post after it is published and tag away.
Following and Unfollowing Apps
You may have been using a third party app to easily bulk follow and unfollow on Instagram. They were also helpful to see who’s following back as well as information about your audience (such as username and profile image). Recently, these tools have ceased to work as Instagram’s Search API has been completely shut down.
Events and Groups
All apps will be banned from access to event details such as the list of attendees or posts published on event pages. Also, any tools that want to post directly to Groups will need explicit permission from Facebook as well as the group’s administrator.
While most external tools are changing, many social media management tools are remaining the same. This is because they access data from the page or account they are linked up to, rather than gathering users’ information.
Overall, the latest changes to Facebook and Instagram’s API shouldn’t have a knock-on effect for businesses. The only major difference is the removal of unfollowing apps. Everyday activity on the social media platforms will remain the same.
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