Facebook will be making sweeping changes to its News Feed algorithm. Facebook News Feed will now show your family and friends content first, business pages, publishers, and brands will be a distant second.
Here are a couple of pieces from Facebook’s announcement:
“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 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. Mark outlined this in a post today.”
“As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. 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 will this change?
It won’t change that much. Facebook has been slowly downgrading organic reach of your business page and pushing family and friends content for the last couple years. For example, out 100 people who have liked your page, roughly 1 to 6 people out of that 100 will see your post content in the News Feed.
With this upcoming change, unless your page posts garner reactions, comments, and shares your posts will most likely never been seen on the News Feed.
How can you get the interactions that you will need for your page content to be seen?
According to the announcement:
“Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.”
Very clearly Facebook has outlined what content you will need to post on your page:
• Live video
• Native (uploaded video)
• Relevant updates and events to your community
• News stories on important issues
This is still not a guarantee that your page posts will rise to the top of the news feed or be there at all.
What Facebook wants and is now enforcing businesses and brands to do is create engaging, useful, relevant content for your community.
Why the change?
There are several reasons for this change. Some of which has stemmed from the backlash of fake news with Russia’s influence showing up in the news feed and the congressional hearing that followed. Another big reason is Facebook is running out of places to put Ads. Removing most of the business page content will free up a big chunk of News Feed space and add in more featured content likely coming from the new Facebook Watch section (think YouTube on Facebook).
Reach out to your community and ask them to turn on notifications for the page and select the option to see your page content first by going to your page, click the down arrow on the Follow tab, and checking off Get Notifications and See First. This is not a guarantee that you will see all the content from those you’ve selected to see first nor will see everyone, but certainly a better chance of it.Groups
Groups are still a big part of Facebook are not affected by this change. In fact, you may start to see more group related items (i.e., your friend Sam shared a link to “xyz” group) show up in the News Feed.
These changes are not the end of business pages but rather a new beginning. What we really should be giving to our community. A place that is positive, where people can go to have a laugh, say hello, network, be supportive of one another, learn, and have discussions on the topics of the day.
To read the Facebook announcement click here
To read Mark Zuckerberg’s announcement click here