The mere fact that your Facebook page has many likes does not mean that all of those people will get to see, read, like, share and comment on your posts. Since there are about 1500 stories on a user’s news feed every time they access it, most users only read 57% of the content.
Good news is that, Facebook like any other marketing platforms, always seek on improving their system to provide businesses and any social media company better ways to promote their products and services online, whilst also providing the users more relevant news feeds and ads.
Let’s take a look at some of the features Facebook has for us:
For quite a while, Facebook had been using an algorithm called EdgeRank. This is what determined how many people got to read your posts. The concept was based on how new the post was. That meant that if there were very many new posts on someone’s new feed, they would not see your posts.
With Story Bumping the user gets to see the unread stories first, in spite of the time they were posted. Facebook has reported that the stories now being read on the news feed have increased to 70%.
Apart from story bumping, Facebook has also upgraded the way posts are organized. The concept here is Last Actor. Your last activity is monitored, and what you have interacted with in the last 50 interactions you have had, will be placed first on the news feed. Content with a lot of interaction is prioritized.
Facebook has also changed the way they prioritize their ads. If a user reports an ad as spam, or hides it, then it will be seen as irrelevant. In the past, priority was given to marketers. It will now be based on user’s interaction with it. If users click on an ad, like, comment and share it, it will be deemed relevant.
The Role of Settings
Some settings on Facebook, such as, relationship settings, and settings on pages you like, such as ‘receive updates’ and ‘get notifications’ still have a place in Facebook’s algorithm update. It is going to help in ensuring that you do not miss a post from a close friend or family. If your setting is to get only the important updates on pages that you like, then that will be prioritized.
Types of posts
Facebook is also very keen on what types of posts you like. If you like photos more, you’ll have more on your news feed. If its links, then more will come your way.
Marketing and Advertising
The sole purpose of a news feed is to ensure that content which is relevant and important to a user is delivered to them. You need to take advantage of this fact as a business and create much organic content that results in interaction- likes, shares and comments. Have different types of content- photos, links. Your client could prefer photos to words! Your stories will appear at the top on many news feeds especially if they become popular. This is precisely what the new algorithm is all about.
Advantages to a business
Monitoring your Facebook page on a daily basis isn’t enough to know its effectiveness on your business. Getting in touch with the latest updates and knowing how to utilize them well will bring your marketing by social media efforts to greater heights.
Story Bumping for example, will be beneficial to businesses as it allows the posts to stay longer on your fans news feeds until they have read them. Last Actor on the other hand, will also ensure that users interact with your content, which is beneficial to your product/ brand. By keeping track of such changes and utilizing Facebook on its full potential, you can be sure of getting the best end result – and that is to have an increase in ROI.
About the author:
Marcus Ho is a highly sought-after Social Media Strategist who specializes in revenue-driven campaigns on social media for businesses. Well known for his cutting-edge, fresh insights and proven strategies, Marcus has successfully helped over 200 corporations and SMEs to rake in hundreds of thousands within very short periods of time.
Some of his clients include:
Qatar Airways, 3M, Pernod Ricard, Dassault Systèmes, FreshKon, Home-Fix, Scanteak and Singapore Management University. Most recently, his campaigns have also won internationally acclaimed awards such as Smitty’s Travel+Leisure.