What is the new Facebook algorithm all about?
Facebook has announced a new change to its algorithms, starting with the News Feed element. This will affect how content appears on each users personal News Feed. At the moment, much of the organic content seen is based on a user’s behaviour on the platform. For example: a person that previously clicked to view a page post gets served more content from that page. This includes public content from business pages.
The new Facebook algorithm will instead be based on what Facebook deems as useful content, prioritising network contacts and high engagement posts. One-on-one communication and posts from Facebook contacts will increase while public content from brands or business pages will drop. Facebook’s aim is to enhance the user experience and personal interaction between individuals while reducing business-based passively consumed messages.
How will the new Facebook News Feed settings impact my brand?
Firstly, the information provided by Facebook is quite vague. So at this point, outcomes of the change are based on predictions until we get solid facts.
Disclaimer aside, the projected negative impact faced by brands include reduced organic reach potential and increased competition. This means that more paid promotion will be necessary in order to get the required audience exposure. As the user experience takes precedence over brand marketing, content strategy will have to be adapted to meet this shift.
What can I do to improve my brand’s News Feed ranking on Facebook?
While we don’t know for sure how drastically the changes will impact business pages, it’s best to take a proactive approach. To win, quality of content is imperative. Posts need to be crafted to be visually appealing, have high engagement potential and add value to the end user. The type of media used is also important – Live Videos have a much higher reach than static images, for example. Therefore, great video content is likely to get more organic views in general.
Audience targeting has to be razor focused on people that have a genuine interest in your product or service. As priority will be given to network communication, setting up groups will not only increase your reach, but will also encourage authentic engagement from members.
What could Facebook’s changes mean for marketing in general?
While we await the implementation of the new Facebook algorithm and the results of this change, I can’t help but consider what this means for the progression of consumer marketing as a whole. The approach taken by Facebook may prove prophetic in predicting the future of business practices.
As consumers grow increasingly demanding, and the brands that excel will be the ones that meet client needs best. If the Facebook methodology is anything to go by, personalisation, emotive value and authenticity seem to be the key elements to brand success and customer loyalty. I suggest that you get a head-start by applying a genuine customer-centric approach to all organisation processes – beginning with your social media strategy.
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