How to Deal With The New Facebook Algorithm

I know I recently did a post on Facebook, but in light of recent news, I thought I’d do a quick post on it again.

Last Tuesday, Facebook tweaked their news feed algorithm yet again, adding yet another headache for brands in the process.

From now on, they’re going to start showing more text status updates from users in people’s news feeds… but they’re also going to reduce the number of text status updates from Pages.

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That means people are going to see more of their friends’ and family members’ text status posts, and fewer text status posts from brands.

Gone are the days when you could just type out an actionable post and hit “Enter” – now, chances are if you don’t include a photo or image along with it, it probably won’t appear in most news feeds.

So brands are going to have to get creative.

So as brands who use social media for engagement, what do you do in light of these changes, and any that may come in the future?

1. Adapt.

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Whether it’s Facebook, or some other social media platform, there are going to be changes made to the social media environment. Instead of whining about the platform making your life difficult, you need to grow and evolve and change along with it.

In the case of Facebook’s recent algorithm change, for example, what you can do is start making more posts with visual content/media. That means photos and videos and links, not just text.

Or, consider investing a little in order to maintain your reach by paying to promote your post, or for sponsored ads.

Social media changes happen at the whims of the companies that own the platforms. As marketers, you have to change the way you think about managing your communication.

2. Change.

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Make a few changes in your posting habits. These tips will help make sure your posts still show up in people’s news feeds when you need them to.

  • Learn what the optimal time is for your audience to be online and browsing their news feeds, and schedule your posts for those times. Facebook gives you Page Insights, so you should know your audience, and what time they’re online most. For example, user engagement with Facebook Pages is highest between 9-10pm for those between the ages of 18-24.
  • Make at least one post a day, or even two if you feel you need to. Monitor your feedback, and find out which types of posts get the best responses.

Also, keep in mind that the new Facebook news feed algorithm actually responds to signals from users when it comes to the type of content it displays. It takes into account how often a user interacts with a Page, how much they have interacted with certain types of posts in the past, whether or not they have hidden similar posts before, and how many likes, comments and shares the post has.

Basically what that means is that if a user frequently sees your Page’s posts on their newsfeed, but doesn’t click ‘Like’ or otherwise interact with them, the algorithm will assume that the user isn’t really interested in that type of content, and will show fewer posts from that Page.

So your posts need to be engaging.

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There’s also the third option, but it’s rather a drastic measure. You could choose not to use Facebook, or temporarily stop using it until you’ve come up with a plan to stay in people’s news feeds despite the changes.

But there are always other options to Facebook, so if using Facebook is costing you a lot of time and resources that you’d rather be spending elsewhere, you could always shift to a different social network, at least for now.

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