If you’ve been paying attention, you know that Facebook has rolled out a major algorithm change. They’re veiling this as an effort that will take us back to simpler times, to Facebook’s origins, before social exploded, when things were purer, warmer and fuzzier, when it was about connecting with friends and family. According to Zuckerberg:
“We’re making a major change to how we build Facebook. 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.”
The first place we’ll see these algorithm changes will be in our News Feeds. We can expect to see fewer posts from brands and businesses, a greater focus on our friends and family and groups. “And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
So what does this mean?
It means that it just got a whole lot harder to grow your reach on your Facebook page. The classic Facebook engagement tips haven’t changed. If you expect to engage, these are the guidelines:
- Create meaningful, high-quality content. So who decides what is quality content? It must be true. It can be funny or sad and makes us think.
- Add value. I always think of value as providing information that will help someone do his/her job. It informs, educates.
- Get consumers to genuinely interact with you. It’s really, really hard to elicit a response from our audiences, but it happens by building trust and familiarity.
- Avoid clickbait. Clickbait is apparently dead, but I still see it all the time. I get news flashes from a range of news sites. They are all promising breaking news about the Trump administration and Russiagate. Tantalized, I click on this little clickbait morsel, knowing full well that the information I’m dealt likely will be a tired rehash old information.
How Facebook’s algorithms will affect your posts
In the near future, posts from brand and publishers will be scored differently from posts from friends. The score is based on your relationship with the poster, your interaction history, the type of content—all calculated by Facebook’s News Feed algorithm. Facebook is using your engagement history to determine which posts are most likely to keep you clicking. Sound like power tripping? Well, yes.
Time spent on FB and some degree of engagement will decline. The exact impacts of the change are not yet known, but what is clear is that Page post reach will decline. How significant an impact that will have on your content distribution and performance will come down to your approach.
Ad prices expected to rise
Here’s the rationale. If people are spending less time watching funny videos and consuming fake news on Facebook, people will be less likely to advertise. Brands and publishers will spend more on Facebook ads to revive their declining organic reach.
The bottom line
Facebook will prioritize posts based on the amount of meaningful discussion they generate. Long responses and replies will do well in the new FB environment.
One more thing: Why did Facebook make this algorithm change? Remember that thing where the Russians spent $300K on political advertising during the runup to the 2016 election? Zuckerberg and other tech titans were hauled before Congress for a come to Jesus. To talk about corporate social responsibility. This well may have been a response. Or not. Zuckerberg is insanely wealthy, but he also has a social conscience. He and his wife started a nonprofit, but rather than make this a 501(c)3, the created an LLC. In this way, they would be free of the constraints on reporting, lobbying and political campaign activity that are imposed by nonprofit status.