Facebook News Feed Changes: Tips To Keep Your Brand On Top
Senior Social Media Strategist
Facebook has announced a shift in the algorithm that controls the content shown in user’s news feeds.
In an effort to facilitate more personal interactions between people, they are deprioritizing content posted by brands, publishers and news outlets and favoring content and updates posted by friends and individuals. In the short term, we can expect a dip in reach and engagement of our organic content.
This change affects organic content more than paid content. Facebook has not stated that they will underserve paid content, only that they will deprioritize branded content posted organically. Across the board, we expect to see brands boosting content more frequently as it is the only way to ensure that content is delivered with the frequency and prominence to deliver results.
Looking at the bigger picture, this could be a good thing for everyone using Facebook, even brands. The change is driven by the idea that people will feel better (not worse!) after spending time on Facebook, and that over an extended period of time this change will ultimately improve the digital community of over 2 billion users.
What can your brand be doing?
Here are a few recommendations on how to shift the behavior of your social media page to combat a drop in reach:
1. Increase direct engagement within posts:
- Respond and engage with positive, negative and neutral comments
2. Create debatable topics that encourage comments
- Ask questions and probe users to weigh in
3. Share more video content
- Facebook favors content from pages who utilize built-in features like Facebook Live
4. Enlist current employees to be ambassadors
- Encourage employees to follow social channels
- Choose “See First” so that your content is always brought to the top of the page – giving employees an easy way to engage
5. Consider enlisting Influencers
- Influencers are individual entities whose content won’t be as affected as a result of this shift. Research appropriate Influencers and have them share or create their own content that ties into your brand
6. Consider a standard monthly budget to promote content
- Prioritize most important messages and spend to ensure effective reach
- Even a small, consistent budget per post can help maximize reach
- Be sensitive to the fact that soft news, human interest stories, helpful facts, etc., rather than offers, may perform better at engagement and brand perception – especially in this new Facebook environment
7. Try out a Facebook Group
- Facebook favors content from pages that utilize the platform pages, such as groups
For an overview of current and previous updates to Facebook’s algorithm, check out this guide from Buffer App.
Of course, there are always do’s and don’ts as it relates to the algorithm – see below for our list of additional tips to be aware of!
Do this: The Facebook algorithm loves…
- Posts with lots of Likes, comments and shares
- Posts that receive a high volume of Likes, comments or shares in a short time
- Posts that are Liked, commented on or shared by one’s friends
- Link posts
- Post types that one interacts with often
- Post types that users seem to prefer more than others (e.g., photo, video or status update)
- Videos uploaded to Facebook that receive a large number of views or extended viewing duration
- Posts that are timely or reference a trending topic
- Posts from Pages that one interacts with often
- Posts from Pages with complete profile information
- Posts from Pages where the fan base overlaps with the fan base of other known high-quality pages
Watch out for: The Facebook algorithm is not too keen on…
- Posts that include spammy links
- Frequently circulated content and repeated posts
- Text-only status updates from Pages
- Posts that are frequently hidden or reported (a sign of low quality)
- Posts that ask for Likes, comments or shares
- Posts with unusual engagement patterns (a like-baiting signal)
- Overly promotional content from Pages – pushing people to buy an app or service, to enter a contest or sweepstakes, and posts that reuse the same text from an ad
Peter Mayer Agency