Facebook new Algorithm: What the update means

So today, I decided to dust up the digital skills I picked up during my Digital Skills for Africa (DSA) training sponsored by Google. Though mine was onsite, you can get a free online one Digital Skills for Africa to help you grow your business online.

You may have heard about the new algorithm updates made by Facebook this January. If you haven’t, I will fill you in as you read. For you, businesses or persons who use Facebook to advertise, this algorithm is important. Even if you are just a user who wants to optimize your posts, then you definitely should read this.

What is a Facebook Algorithm?
There are many technical ways to put this, but simply put – it is how Facebook determines what posts shows on users news feed. Because of the number of users and the volume of content that are posted every minute, it is important that this is done, to avoid overwhelming users. These algorithm helps Facebook predict what a user will find more interesting of all the contents.
Basically, this is Facebook’s way of streamlining what you see when you login. There are so many factors that determines how contents are ranked on the news feed. Some of them include:

User affinity: The relationship and proximity between user and content.

Content weight: What action user takes on content.

Time-based decay parameter: How new or old a post is. Newer posts ranks higher than older posts.

Over the years, these algorithms have changed and keeps changing. In January 2017, the algorithm update focused on “showing users stories that matters most to them every time they visit Facebook”. High ranking posts and stories on the news feed are:

Authentic posts: This is determined by users behaviour. If a post gets negative feedback (unlikes, hiding posts or all posts from page), it indicates low authenticity and gets demoted on the news feed. If you ask for likes, comments or shares on a post, it gets demoted whether or not the content is authentic.

Priority on timely posts: Posts on recent events has always gotten top priority on Facebook. Being of immediate interest at any given time, is an important criteria

Longer videos: Videos are always a go-to for engagement on social media especially Facebook. A video will rank higher on news feeds if it has high completion rate and percent completion.

There were several other updates to the algorithm in 2017. This January, the new update is what is on everyone’s lip. The goal is to Create meaningful experiences on the news feed for users.

Mark Zuckerberg stated, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” “One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent. We built Facebook to help people stay connected and bring us closer together with the people who matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

What does this mean?

One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent – Mark Zuckerberg

Friends and Family are Kings and Queens on the new Facebook algorithm. The emphasis is on meaningful and genuine interaction. Other things that will strive are:

Local news: These will receive high priority on the news feed. This is to keep users informed of what is happening in their locality.

News from trusted sources: Only those news from respected and trusted sources will rank high on news feeds. Facebook determined respected and trusted sources when they surveyed users. If your source was not voted trustworthy, then your posts will definitely be demoted.

This new algorithm seems to have excluded publishers, brands and marketers completely. What happens to your advertising posts?

That is the question I am about to answer. Since Facebook is focusing on interaction, then it is time to start creating content that will generate interactions. The more users are interacting (liking, sharing, commenting) with your posts, the higher it will move on the news feed.

What to do…

Post quality content: Before every post, evaluate for quality and freshness. Redundant posts are a no-no, if you hope to rank high. By “meaningful interactions”. Zuckerberg was referring to comments. Use relevant topics, that are timely, one that users engage with. Your posts can even ask questions, to engage your audience, because, the more people are commenting, the more people will see it.

No engagement bait: In the bid to get users engaged, we often fall into the trap of asking for likes, comments or share. This is an absolute NO on Facebook. It is usually classified as spammy and an interaction that is not meaningful.

Videos: You want to rank high? Incorporate videos in your posts. Videos drive higher engagement and interaction from users, compared to any other content type. So, what are you waiting for? Make fresh and relevant videos with high completion rates.

But this time, make them Facebook live videos. Zuckerberg wrote that “live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.”

Have customers follow your Facebook page: When they do this and choose “See First” in their news feed preferences, your posts will always be visible to them. Don’t be shy, ask them to like your page and remind them about the “See First” option.

Activate Employee advocacy: With this new update, you staff may just be the link you need. Have them like and share posts in their network, this amplifies your reach. People are more likely to engage posts from individuals than those from brands.

Maximize the best time to post: Timely posts will still rank high on news feeds despite the update. Make those posts timely and post on trending topics to stay on top.

More pictures and tags: As you keep your content fresh, remember to add visual content (images, .gif) to it. Users love that.

Less links: Facebook prefers native contents. If you must use links, keep them at the minimal.

Narrow your audience: This may seem to reduce your audience in the short term, but given this new update, it will expand your reach. You can narrow based on interests or geographical location. Fine tune the relevance of your fans.

Facebook ads: If you haven’t started, then now is the time to invest in this advertising opportunity that Facebook offers.

As you can see, all hope is not lost for businesses and brands despite the new update. It only means that, it is time to restrategize and adapt or stay down.