An updated algorithm would see posts prioritized by family and friends over public branded content.
https://www.facebook.com/zuck/posts/10104413015393571
I said it was bold.
This flip-reverse in direction has come out of a lack of mobile advertising inventory on Facebook, and a general dissatisfaction amongst users that the platform isn’t ‘very social’ anymore.
Just take a look at your own newsfeed and you’ll probably see post after post from brands whose Pages you follow, video content from media outlets or sponsored adverts, but you’ll also have noticed a few other posts sneaking in. I’m talking about posts your friends have commented on, or events they have expressed an interest in.
Facebook wants more of this kind of content. It wants to predict which posts you might want to interact with your friends about, and show these posts higher in feed.
In short, it means that your content really matters.
What a brand’s Page shares will be scrutinised for engagement amongst its followers, and if the rate of reaction is low, distribution may be reduced.
In Facebook’s own words:
“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”
The update aims to show less public content to encourage more meaningful interactions between people, such as comments. In theory, users will be more likely to see your Facebook posts if their friends and family are reacting to it.
Brands will need to take action to understand who their fans are and what’s relevant to them.
To note the change in the algorithm, we’ve updated the Smarter Facebook Guide, so here are a few quick wins from the guide to consider for your business Page.
Although the initial announcement seemed like quite a change, it aims to create a better experience for Facebook users. The right approach can weed out poor quality paid posts to offer users more creative and targeted organic content that they really want.
Smarter Facebook Marketing Guide This guide will allow you to create a plan for managing Facebook communications in your company or for your clients. It will help you grow your following and use Facebook more cost-effectively. Access the Smarter Facebook marketing guide
By Rhian Harris
Rhian Harris is a copywriter and blogger helping businesses with content for their marketing collateral. Starting out in the shiny new digital world in 2004, Rhian gained experience in all areas of digital media and e-commerce, working in utilities, travel, charity and retail sectors. IDM qualified, Rhian is an online marketing all-rounder with a passion for words. She is a regular expert commentator for Smart Insights as well as other expert sites, as well as her own business Sparkly Content and her online community, Warwickshire Kids. You can follow Rhian on LinkedIn.
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