21 Mar The Change in Facebook’s News Feed Algorithm
What is the Facebook News Feed change about?
On January 11th, 2018, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritize content from family, friends, and groups.
I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.
We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.
As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.
Simply put, as Facebook begins rolling out this change over the next few months, Facebook users will see more posts from their friends list and less from Pages they’re following.
This is bad news for brands. Depending on the degree which Facebook decides to exercise this change, your posts will not enjoy the same reach again.
How would this FB algorithm change affect my page?
There will likely be a drop in reach and engagement of your Page. You’ll see the numbers in analytics decrease due to reduced post visibility. The change only directly affects your postings. People can still visit your Page and interact on there.
We will see an imbalance of content skewed towards friends’ postings. Postings from businesses will still be visible albeit probably lower down on News Feed. Sponsored posts will still be available to brands for advertisement and the popularity of these could rise as brands look for ways to reach their audience.
Is there anything I can do to beat the algorithm?
There are five specific things that you definitely can and should do if you want to give your brand every fighting chance on Facebook.
1. Get your followers to select the ‘See First’ setting for your Page
Here’s the key: people can still see posts from your page at the top of their News Feed. To enable this, they need to click on ‘Following’ under the cover image and check ‘See First’.
2. Tap into FB Groups
Brands should consider linking their Facebook Page to their own Group and posting in the Group instead, where you have the option to post as a Page. This is a way around the limitations of the new algorithm. Groups are more interactive and user-driven than Pages. This aligns perfectly with Facebook’s intention to make interactions more meaningful. Brands that have a FB Group will have more potency under this direction.
3. More content that prompts conversations
Facebook’s algorithm rewards posts with higher engagement, which is taken as a measure of “meaningful interaction” and therefore will rank higher in News Feed. Focus on creating interactions that will push your post to the top of the News Feed.
4. Facebook Live videos
Facebook prioritizes Live videos on News Feed. Live videos often lead to real-time discussion, and on average Live videos get 6x more interactions than regular videos. Rather than post up a pre-filmed video, do it live to appear higher on News Feed. You can add a CTA to the post to encourage interaction, and ask viewers to hit ‘Subscribe’ in the upper right hand corner for future broadcasts.
5. Increase ad budget
Sponsored posts is still the only surefire way to get your content in front of your exact target audience. As the News Feed change takes place, more brands will be driven to advertise on Facebook and those that don’t could lose out on connecting with their market.
To learn more about what you can do for your Facebook presence, contact us.