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New Facebook News Feed Algorithm Updates You Need to Know

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08. 01. 2018.

Posted at Dec 28, 2017 8:46:52 AM in Social Media by Nathan Mendenhall . 0 Comments . Share


I’m sure you know it by now, but you are a commodity to Facebook. Your attention is anyway. To keep your interest and attention, Facebook is always tweaking its News Feed algorithm to ensure that users receive the most engaging and relevant experience possible. Usually these updates are good for the overall user experience of Facebook but also cause headaches for marketers. There are 2 that were recently announced that marketers need to be aware of if they want to make the most of the already dwindling Organic Reach that the News Feed Algorithm allows.

Before we jump into these updates, lets have a quick crash course on the Facebook News Feed Algorithm. Facebook users get served an incredible amount of content daily. Its estimated that each user is eligible to receive up to 1,500 different pieces of content daily, but only see roughly 300. Competition for real estate is extremely high. To manage all this content and ensure that each user gets a relevant experience, Facebook as a News Feed Algorithm that have over thousands of various factors to help sift through the noise. The below two updates are only a slice of what Facebook considers when it comes to choosing which content to serve.

For Videos, Intent and Repeat Viewership Matter

Video is a huge trend when it comes to marketing on Facebook. However, you need to have video that people will want to watch. Facebook released a News Feed Algorithm update that will give preference to videos hat people are proactively searching for and returning to Facebook to watch. This is broken out into two factors:

 

Intent – If people are going out of their way to find your video content through searching on Facebook or going directly to your page, your videos will receive greater distribution and will reach more people.


Repeat Viewership – If people are watching videos from the same publisher frequently, that publisher’s videos will get preference in the News Feed making it easier for new people to discover that content.
So, what’s the takeaway? Don’t make video for the hell of it. If you want to get value out of your investment in social video, especially on Facebook, make content that people will want to watch and will comeback to watch more than once. Perhaps create content that solves a problem or answer a question!

Engagement Bait Gets Devalued

Have you seen posts in your News Feed that start with “Like this if…” or “Share with a friend…”? These types of posts will be devalued with the latest News Feed update so less people will see them. This change will impact both people and Pages that use this spammy tactic to get engagement. Facebook is taking this change seriously and has even created a machine learning model that can detect distinct types of Engagement Bait. This will be used to further punish people or Pages who repeatedly use engagement bait in their posts. How do you know if you are using Engagement Bait? Here is what to avoid:

 

Tag baiting - tražite od ljudi da označe svoje prijatelje
Comment baiting – Tražite od ljudi da komentarišu specifične odgovore (reči, brojevi, fraze ili emoji).
Vote baiting - tražite od ljudi  da glasaju koristeći reakcije, komentare ili sl.
React baiting - tražite od ljudi da reaguju na post
Share baiting - tražite od ljudi da podele post sa svojim prijateljima.


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Budimo realni, postoji puno spamovanja na internetu. Facebook želi da pomogne korisnicima da izbegnu pomenuto tako što će devalvirati linkove na web lokacije koje pružaju loša iskustva. Kako izbeći ovo?

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