Have you scrolled through your News Feed lately and noticed nothing but videos and BuzzFeed articles? Well, you’re not alone.
Facebook seems to be functioning more like an international media outlet than a social networking site, despite the denial of reps from Facebook. In the past year, the average time spent on the platform has significantly decreased, so the Facebook execs decided that now is a good time to shake things up a bit. And as a result, Facebook’s News Feed has a new algorithm.
Why is the algorithm changing (again)?
In an effort to go back to its original state of being a social networking site, Facebook is putting an emphasis on social interactions and encouraging more of this type of communication between its users. They want to create and promote more meaningful conversations among people, hoping they will stay online longer, and improving the quality of the time spent on the site.
What does this mean for marketers?
The Facebook algorithm has never been an easy code to crack. And just when you think you’ve come to understand it, boom—it changes again. However, this time around, things will be very different and may not to be to the advantage of marketers.
Since the News Feed will be focusing on social interactions, your content will be pushed down the queue in order to avoid content overload, thus promoting more organic and personal interactions between users. Content that receives more “meaningful engagements” (i.e. comments and shares), will have a better shot at being seen. Although this is not ideal for us marketers, this can encourage more brands to create quality content. So instead of publishing 10 pretty similar, average looking posts, one exquisite piece of content can do the trick. This can be viewed as a positive: more quality, less nonsense.
The purpose of this News Feed makeover is to give priority to your friends rather than the pages you follow—ultimately encouraging more meaningful conversations and sorting out the unnecessary jargon. Our only tip to you is to make sure you’re on the right side of the algorithm.