Latest Facebook Update

As you may know by now, I’m all about social media. So let me give you the latest scoop on Facebook and its algorithm updates that you need to know.

Facebook is making significant changes to its news feed algorithm in an effort to prioritize “meaningful” person-to-person interactions among friends and family over posts from Facebook pages. These updates will result in less content directly from public Pages as well as fewer videos in the news feed. Facebook’s Head of News Feed, Adam Mosseri stated:

“Over the next few months, we’ll be making updates to ranking so people have more opportunities to interact with the people they care about. 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.”

Yay! No more annoying page content! Oh, wait…

To an individual Facebook user, this is awesome news. But to businesses, especially those that rely on the news feed to generate organic traffic, it isn’t so great.

1 What do these updates mean for Facebook marketers?

There’s one thing that’s [unfortunately] true: as Facebook begins to prioritize content that facilitates meaningful people-to-people connections and interactions, marketers can expect the organic reach of their Facebook pages to drop.

To be more specific, users will see more posts from people they’re connected to in the news feed and less content from pages they follow. This is a significant change from the previous values of the news feed, which prioritized the total time spent on Facebook and how many people shared posts directly. The news feed will shift the focus from ranking content that’s directly consumed from pages (which will shrink in reach) to content that is shared and talked about among friends (which will grow).

2 Ok, so what type of content will get more distribution in the feed now?

After this update, posts that spark and inspire conversations and meaningful interactions among people will be prioritized over public content in the news feed. For example, more content from friends and family, posts from friends and family that seek advice or recommendations, news articles or videos that prompt people to discuss and interact, etc.

Posts that don’t inspire meaningful conversations or interactions among people will be seen less in the news feed. For example, engagement-bait tactics that encourage people to comment on posts aren’t considered “meaningful” interaction and pages that use them will be demoted in the news feed.

3 What can I do to prepare for these future changes?

Although one can never be fully prepared for updates on social media platforms, there are some things you can do that will help out:

  • Show your audience how to see your content first
  • Educate while entertaining
  • Invest in Live Video
  • Be more strategic when advertising
  • Collaborate with your peers
  • Build your audience

With Facebook’s announcement of news feed changes, pages and brands can expect to have less of their content distributed in the news feed which unfortunately for marketers means a decrease of overall reach, video watch time, and referral traffic.

As the changes go into effect, it is important that you take steps to encourage meaningful interactions on the platform. Publish quality content that will spark conversations among users, engage in Facebook groups, and invest time in live video. All of these will help your business remain relevant on news feeds and further showcase your brand!