ETIP #210

Facebook’s latest algorithm: not a phase but a fact of life

Facebook’s latest algorithm: not a phase but a fact of life
If you’ve ever wondered what Facebook really does with your business page posts, you’re not alone. In the past, Facebook decided whether or not to show your content to users through its ever-changing, ever-evolving series of algorithms resulting in a News Feed that shows only content appealing to your specific interests and content with proven engagement (Likes, Clicks, Comments and Shares). To improve delivery, Facebook conducted feed research (called the Feed Quality Panel) and discovered that users have a better experience when the stories at the top are ones they are more inclined to engage with. As we know, the more engagement a post receives, the more likely Facebook is to place them higher in users’ feeds resulting in success for a business’ products and services. But how does this impact your page? Facebook is encouraging Page owners to avoid asking people to take a lot of action (CTAs asking for lots of clicks) because the Page will see temporary spikes in metrics that could be rebalanced by feed’s ranking over time. So what can you do? As this algorithm update levels out, quality is of utmost importance when being social. Post content that your audience connects with or that they want to grab on rather than just asking for engagement aka Like. At the end of the day, the main objective is to create meaningful and unique content that means something to your audience.