The Facebook algorithm is about to change in a major way, Guys.
Adam Mosseri, Facebook’s head of the News Feed has said, “There will be less video” and “there will be less content directly from pages.”
He’s even said the changes will impact posts by people (not just pages).
And this means one big thing: Your Facebook strategy (organic and paid) will need to change.
Do you have a plan?
Adam Mosseri, Head of News Feed said
“Facebook was built to bring people closer together and build relationships. One of the ways we do this is by connecting people to meaningful posts from their friends and family in the News Feed. 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.”
One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.
We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.
But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”
What is this Facebook Zero update?
Well at the moment Facebook uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed.
This update will change that to how many people react, share and comment and most importantly the length of those comments to determine how high in the news feed your posts will appear, and this is NOT just for business pages.
With this update, Facebook will also prioritize posts that spark conversations and meaningful interactions between people. It will predict the posts you might like to see and interact with your friends about. These posts will be ones that Facebook feel will inspire a greater back-and-forth interaction with more people. Posts that engage discussions. That is the keyword here, Discussion.
So if you are thinking oh I’ll just use my personal page to promote my business, think again. Each post will be examined for its connectivity, yes EVEN your personal page.
Your post rank will depend on how people react and discuss your posts. Keeping this in mine, posting less with a higher grade of the topic is more – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussions.
What will this mean for your business or public page?
The first thing you will notice is your reach, video watch time and referral traffic will decrease. Why? Because News Feed space is limited, showing more posts from friends and loved ones will create a decrease in public pages showing up in your audiences News Feed.
Adam Mosseri says “The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
How can you be seen?
Well, it’s time to do more live videos, post less meaningless posts and spark a good conversation among your followers.
Live videos on average get six times as many interactions as regular videos.
You’ll have to really plan a good strategy for posting and study your analytics to find your best days to post. No more posting daily just to stay on Facebook. Or post a picture to be seen. This update will create a new full-time job for your copywriters and will change the game BIG time.
Adam goes on to say “Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.”
Does this mean Facebook are eliminating Page content from News Feed?
I know my brain is reeling from this update, that we will most likely see the rollout in February. Let’s just translate when Facebook says “May” in my experience it means “WILL” so I’m working on my new strategy for clients and I believe this will really show me how creative I can be. I am up for the challenge!
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