Facebook algorithm: how it works and how to make it work for you
In 2018 Mark Zuckerberg has announced that Facebook algorithm will prioritize “meaningful interactions” from friends and family all over content from brands. Since that time, it becomes trickier enough to ensure when your organic content gets the screen time it deserves. However, Facebook is still the most popular social media network in the world. So, if you will turn it`s algorithm to work for you, you will achieve success in building your Facebook marketing strategy. In this article, we will tell you how to turn Facebook algorithm on your side.
How the Facebook algorithm works this year
On January 11th, Mark Zuckerberg announced that Facebook would change the News Feed Algorithm to prioritize content from “friends, family and groups”.
The main idea of his message was that we will see less public content like post from business accounts, brands and media. The public content will be held on the same standard – it should encourage meaningful interactions between people”.
After this announcement many brands and publishers showed their own reaction. The seemed worried and apprehensive. After all, Facebook is still the largest social media platform in the world, and it will hold this position for a long time. Through organic reach has been declining for a while, the platform has never publicly admitted this fact until now.
What is Facebook “Meaningful interactions”?
First of all, Facebook no longer cares about the time users spend on this platform. This is a huge point, because all huge social media including Facebook have traditionally completed for increasing social media post lengths of “time spent”. The more time you spent on Facebook, the better it is for you. However, such thing doesn`t work right now.
The new algorithm prioritizes active interactions like commenting and sharing over likes and click-throughs (a sort of passive interaction) – the main idea is that actions requiring more effort on the part of the user are of higher quality and thus more meaningful. Instead of passive scrolling through the news feed, Facebook makes users to start conversations between each other.
It is a kind of these “meaningful interactions” – things that contribute to “quality” time on the platform and help Facebook to get to its roots as a network primarily used by family and user`s friends to stay connected with each other.
And now we will tell you about best methods that will help you to increase organic reach on Facebook
Focus on the video content, but especially on live content
If we are talking about the new Facebook algorithm, we must point that video content is the most appreciative above other things that people post. In his announcement, Zuckerberg wrote that live videos often lead to discussions among viewers on Facebook. According to the statistics, live videos on average get six times as many interactions as regular videos.
The National Geographic showed the power of video content in their strategy. They post 70 live stories and each of them have reached over one million viewers.
Avoid engagement bait
How often do you see advertising posts with the phrases like “click here to see…” or something like that? Our advice is simple – don`t let click-baits beat you. Social media developers use such trick to grab your attention and make you do what they need. You should clearly understand what content is appreciative for you.
Create content that resonates with your audience
We understand that every developer want to get as many fans as possible with every possible strategy. However, one part of your plan shouldn`t change completely – content. You should clearly understand what your audience want. If they enjoy entertaining videos and infographics instead of simple texts, you should generate the right content.
As you see, the new Facebook algorithm is much easier than you thought. However, there are some core points that we described here. If you will follow them, you will achieve success with your social media strategy.