Well, Facebook has done it again on us: time for another Facebook algorithm update. Whenever Facebook posts an algorithm update, the social networking giant changes the types of content people see in their News Feed: some types of content get higher priority, while others are pushed deeper into our News Feeds.
So, what is Facebook’s newest mission to tweak its News Feed?
Facebook is going to prioritize the following 3 types of content:
- Posts that spark conversations and meaningful interactions between people
- Posts that you might want to share and react to
- Posts from friends and family
Perhaps the most alarming News Feed change for brands and businesses is part 3 of the update: making posts from friends and family a higher priority than posts from brands and businesses. But hasn’t this always been Facebook’s mission? To serve only the most relevant, shareworthy, and meaningful content to its users? Simply put, yes. Facebook has spent years making sure you see only the posts you want to see in your News Feed.
It isn’t all bad news for brands and businesses. Parts 1 and 2 of the update largely speak to what businesses have already been doing on Facebook up to this point. Create content that people are compelled to like, comment, share, and react to or as Facebook says it themselves, “Page posts that generate conversation between people will show higher in News Feed.” You want to show up in the newsfeed alongside wedding and baby photos, create content that is buzzworthy and that gets people reacting. Facebook recommends the following types of content to keep your audience engaged:
- Facebook Live (which may average 6x as many interactions as regular video)
- Videos that explicitly prompt discussion
- Posts in Facebook Groups
- Posts especially relevant to local fans
- News that starts conversations regarding important, timely issues
To recap: Facebook has changed its algorithm (again). What’s changing: more updates in your News Feed from friends and family. What’s not changing: share engaging content to reach the most of your audience. See, not so scary after all!
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