A few weeks ago, Facebook announced the change of its algorithm in order to offer users a more qualitative experience on the network. What does this mean for brands after this Latest Facebook Algorithm?
Mark Zuckerberg, the founder of Facebook, explained that this new algorithm would give priority to generating publications quality interactions and particularly in the family circle and friendly. Of course, this announcement was a source of concern for our brands, some of which had already been impacted by a drastic drop in reach on their page.
In order to better manage these new changes in the management of your pages, here are some information and lessons to remember about how this new algorithm works.
HOW DOES FACEBOOK CHOOSE THE POSTS TO DISPLAY ON YOUR FEED?
The algorithm is organized around 4 items:
- Inventory (available contents)
- Signals (interest in the content)
- Predictions (interest for the person)
- Overall score
“Signals” are the main keys on which brands can focus to hope to see their content broadcast to as many people as possible. Previously, the “signals” chosen by Facebook to sort the content were: the average time spent on a content, the number of people sharing the content on Messenger, the discussions under a video, engagement on the post, the time of posting, type of post, level of post information and engagement on a brand post shared by a friend.
Nowadays, Facebook will mainly focus on these “signals” there: the number of people sharing the content on Messenger, the discussions under a video and the commitment on a brand post shared by a friend. This choice obviously feeds Facebook’s desire to focus on content that can make sense for communities and increase interactions with people close to them, more than with pages.
HOW DOES FACEBOOK DISTINGUISH QUALITY INTERACTIONS FROM OTHERS?
Facebook focuses on active interactions (sharing, comments, feedback), rather than passive conversations (clicks, views, and post flyers).
Comments: This is the main item of the new Facebook algorithm. Adam Mosseri, Head of News Feed, wrote in a press release in January: “Page posts that generate conversation between people in the Newsfeed. For example, live videos often lead to discussion among viewers on Facebook
Facebook reminds all the same that one must not confuse natural commitment and “commitment bait”, in other words, the incitement to a form of false engagement prohibited on the network.
Shares: Facebook differentiates 2 types of shares:
- Shares in Messenger
- The commitment to share a brand post by a friend
Once again, Facebook favors posts generating conversations with friends.
Less important than sharing or comments, reactions remain a preferred way for Facebook to attest to the quality of a post for communities and their circle of friends.
WHAT STRATEGIES CAN BE ADOPTED TO MAKE ITS CONTENT MORE VISIBLE TO COMMUNITIES?
As we have seen above, brands must now focus on producing relevant and valuable content for communities. For that, it will be a question of turning towards contents created above all for the people, emotional and engaging, rather than for the image of the mark. For that, you will have to question yourself on the motivations of your audience, its tastes and what really interests it.
Another way to get closer to your audience is to capitalize on private groups, which can be linked directly to Facebook pages. More than a billion people around the world use these groups as a unique opportunity to create an active and engaged community, whose members will be your first and most loyal ambassadors. They will also generate conversations between members of your group.
So you have understood that, whatever the means you want to put in place, the main thing, and what should always be at the heart of your social media thinking, will be to gather your communities around the topics that interest them deeply and that pushes them to interact with their circle of Facebook friends.