“If you don’t like the weather in New England now, just wait a few minutes.” Or to rework that line by Mark Twain: “If you don’t like the current Facebook algorithm, just wait a few minutes.”
In their June 29th blog, entitled “Building a Better News Feed for You,” Facebook announced the latest in a long line of algorithm changes to its News Feed. Per Adam Mosseri, Facebook’s vice president of product management and news feed (what a title): “The goal of News Feed is to show people the stories that are most relevant to them. Today, we’re announcing an update to News Feed that helps you see more posts from your friends and family.”
He goes on to explain how their “core values” guide them in ranking content. First in line fall posts by your families and friends. And after that come posts that “inform” and “entertain,” unique to each person and based on likes, shares, and comments.
What does that mean for the content you post to your Facebook business page? In a separate post, Facebook Engineering Director Lars Backstrom further explains that this change comes about from users’ ongoing concern in missing important updates from friends and outlines the impact:
“Overall, we anticipate that this update may cause reach and referral traffic to decline for some Pages. The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts.”
If you’re experiencing consistent engagement (i.e. likes, shares, comments), then just keep doing what you’re doing. If not, here are a few adjustments to consider:
Review your posts from the past few months to see which content generated the most interaction with your followers. Check the text, timing, and type (text, photo, video) of your best posts and consider ways to further that success in future posts.
And if it’s difficult to find any gems in your past posts to duplicate, check out Facebook’s publishing best practices. Since they know the rules, they might also know the best ways to play by them.
It’s hard to look at this latest algorithm change and not think it’s just another push by Facebook for businesses to purchase post promotions and page likes. If you’ve experienced engagement success after promoting your posts, it might be best to keep it up. Or if you haven’t yet tested this strategy, now might be the time to give it a go.
Lastly, you can just keep doing what you’re doing with your business page—letting Facebook do what it wills—and turn your attention to another social media platform, such as LinkedIn, Twitter, or Instagram. You may find they work better for your content marketing objectives.
Then you can come back to Facebook in another five minutes.