So, why did Facebook decide to change its News Feed algorithm?Different experts and analysts may have different takes on why Facebook has implemented this major algorithm change. Facebook’s vice-president in charge of the News Feed, Adam Mosseri, in this Wired interview, says that it’s all about encouraging more meaningful conversations among Facebook users. It’s all about making Facebook more personal and less commercial. The author of this Forbes article, on the other hand, says that the political fallout of abundant fake news has forced Facebook to implement the latest algorithm. What do we think? We think it could be a mix of different reasons but one thing is for sure, Facebook has its best interest on shareholders and itself when making these types of changes. With over 2 billion active users, everyone you know is on Facebook, and everyone you plan to attract for your business is also on Facebook. Naturally, it becomes an irresistible medium for businesses, organizations, publications, and even political parties. So why would Facebook offer a service for free when businesses will gladly pay for the exposure? Before the algorithm update, it was free for businesses and publications to promote and share their news or stories. Now, they will have to either pay Facebook to get the same free exposure or make it more personable so that it shows up in the News Feed. Sounds like a win-win situation for Facebook. How does all of this impact your business? It means only a small percentage of your content will make it to your audience’s News Feed. It means you can’t post/share more and more content in hopes to keep your audience engaged. It means, your average run-of-the-mill inspirational quotes and your blog post sharing strategy will no longer be sufficient. And ultimately, if you are already using the Facebook Ads platform, you can expect the prices to rise from more businesses competing for the News Feed ad spaces.
What can you do about it?It’s not all bad news.. You’ll still be able to promote or share all the quotes and testimonials you like. Just don’t expect the same type of engagement metrics or impressions like before. Here are a few things you can do to improve your sharing:
- End Self-Promotion: Stop talking about how great your service or product is and start creating content that actually helps people
- High Quality Content: Invest in creating high quality content that is intended to answer questions or solve problems
- Encourage Engagements: Encourage your audience to leave comments and make sure to reply to all your comments
- Think Differently: Consider Facebook as an “engagement” medium rather than a “broadcasting” medium
- Add Value: Offer valuable content that leads, motivates and encourages your audience
Important Note on the Live Feed VideoFacebook also mentioned that the new algorithm will be giving preference to longer video uploads compared to shorter videos or one-liners. And most importantly, it will give preference to Live Video Streaming & Live Video Feed than pre-recorded videos. We’ll cover this topic in depth in a brand new blog post next week so stayed tuned!
ConclusionIt is important to remember, Facebook is a social networking platform built for networking and engaging with your target audience. If you only use it to broadcast your marketing messages, you’re already losing out on the benefits that it offers.
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