Facebook’s 2018 changes & how they affect you, as a marketer or a consumer.
Facebook’s algorithm change came as a little bit of a surprise to Facebook marketers. It directly affects us and how we deal with
our clients ads. Even if you don’t market through Facebook, read how these changes might affect the way you operate and why you might have noticed a drop in engagement.
Facebook has changed their algorithm to maximise conversations and person to person contact. This means public posts from your page are not prioritised like a post to your friends would be from your personal page.
Your posts are ranked by 'signals' given by people seeing your post, these include comments, shares, reactions, time spent watching/reading, clicks, link clicks etc.
#1 – Comments: Facebook is now highlighting comments as the number one factor in generating a high newsfeed ranking and essentially reaching more people. They have put a large emphasis on creating human contact in their latest update.
#2 – Shares: Right behind comments are shares, and what’s more, shares that spark conversation between friends. Shares directly to your timeline and shares through messenger are equally rated signals in terms of how your post will rank. If your post receives little to no comments or shares, you can be fairly confident it will begin to be demoted down the newsfeed.
#3 – Reactions: Third is reactions on your post. While not as powerful as comments and/or shares on your post, they are still considered ‘Active Engagement’ and help push your post to the top. The majority of people simply won’t comment or share your post, but reactions are still a valuable measurement tool for your post.
Mark Zuckerberg’s recent Facebook post stated:
“The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good”
Take-aways from this:
Content that drives conversation and interaction will certainly rank better than a standard non-interactive post. You may also see a decrease in watch time, reach and referral traffic depending on your content.
The same general rules still apply: Keep your content relevant, interesting and consistent. Perhaps add some more interactive elements and see how you go. Focus on content that connects like minded people, or people likely to be very interested in your page/post. One way to think about it is; What would make you stop and comment? You need to touch on peoples pain points or emotions.
If you’re starting in Facebook marketing or want any advice, fire us any questions you may have, we’re always happy to help!