Imagine scrolling through your Facebook feed and seeing mostly updates from your friends and family, with fewer posts from brands and businesses. That’s the future Facebook envisions with its latest News Feed algorithm update, announced in 2018. This change has significant implications for marketers, but it also offers opportunities to connect with audiences in more meaningful ways.
Prioritizing People Over Pages
Facebook’s News Feed algorithm has always been a complex beast, but the core principle has been to show users content they’re most likely to find interesting and engaging. In recent years, however, there’s been a growing sense that the platform has become cluttered with branded content, often at the expense of personal updates. The new algorithm aims to address this by giving more weight to posts from friends and family.
The Impact on Marketers
For marketers, this change means that they can expect to see a decrease in reach, video watch time, and referral traffic from Facebook. However, it’s not all doom and gloom. Brands that create content that encourages sharing and conversation will still be able to thrive. In fact, Facebook has explicitly stated that posts that generate significant discussion and engagement will rank higher in the News Feed.
Content Strategies for the New Algorithm
So, what kind of content should marketers be creating in light of the new algorithm? Here are a few tips:
- Focus on creating high-quality, personalized content that benefits users.
- Use live videos and other engaging formats to capture attention.
- Listen to your audience and create content tailored to their interests.
- Encourage sharing and conversation without resorting to “engagement bait.”
Opportunities for Brands
While the new algorithm may present some challenges for marketers, it also offers opportunities. For example, Facebook has introduced a new feature that allows users to opt to prioritize specific Pages in their News Feeds. This provides an opportunity for brands to promote this feature to their followers and increase their visibility.
Bonus: The Future of Facebook
The changes to the News Feed algorithm are part of a larger shift at Facebook away from being perceived as a media company and towards focusing on user experience. This is a positive development for users, who will see more content from the people they care about. It’s also a challenge for marketers, who will need to adapt their strategies to meet the changing landscape.
Frequently Asked Questions:
What is the purpose of the Facebook News Feed algorithm update?
To prioritize content from friends and family over branded content and improve user experience.
How will this affect marketers?
Marketers can expect to see a decrease in reach, video watch time, and referral traffic from Facebook.
What can marketers do to adapt to the new algorithm?
Focus on creating high-quality, personalized content that encourages sharing and conversation.
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