Facebook recently developed 3 new algorithms to balance out News Feed content. Feedback from users dictated that user experience was not satisfactory, there was too much promotional content and not enough friend updates. Facebook’s goal was to balance the updates from the user’s friends versus updates from public figures and business pages.
So what are the changes and how will they affect your company’s page?
- More content for users who want to spend more time reading their News Feed
Facebook had rules in place to prevent users from seeing multiple posts from the same source in a row. Facebook’s Newsroom says, “With this update, we are relaxing this rule. Now if you run out of content, but want to spend more time in News Feed, you’ll see more.”
- Close Friend Updates will show up higher in the News Feed
Users were afraid they were missing important updates from close friends. So the second update ensures that content like video uploads, photos and status updates from close friends are higher up in the News Feed. This won’t eliminate Pages, but it will prioritize the News Feed to show close friend updates first. The update will be individualized for each user.
- Friends that have Liked or Commented on a Post will be lower in the News Feed
This was one of the biggest complaints. Users did not like seeing stories that their friends had liked or commented on, they will be lower in the news feed or not shown at all. You will likely see the stuff you care about directly from friends and the pages you have liked.
What You Can Expect From These Changes
Facebook says, “The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity.”
Evaluate why your traffic has slowed. Posting valuable and relevant content to your target audience should be an ongoing practice. And, don’t overwhelm your audience with lots and lots of posts.
After fortifying your website content, you can also improve your social sharing options. Hubspot offers, “That way, instead of your content getting on Facebook only by publishing on behalf of your brand, you’re getting more people to share your content on their personal Facebook accounts — which could ultimately help you reach a larger audience.”