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Reading: Three Things To Know About Facebook’s New Algorithm
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B&T > Media > Three Things To Know About Facebook’s New Algorithm
Media

Three Things To Know About Facebook’s New Algorithm

Cristina Forlani
Published on: 8th May 2015 at 11:15 AM
Cristina Forlani
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Unless you’ve been living under a rock, you’ve probably heard about Facebook’s algorithm change, says Cristina Forlani at social media agency, We Are Social.

The tireless team at Facebook is “always looking for ways to optimise how content is discovered and consumed” in order to show users what really matters to them in their News Feed.

The aim is to serve users with “the right mix of updates from friends and public figures, publishers, businesses and local organizations”.

What are the changes and what they mean for users and brands?

1. More content from the same friends and pages

In order to improve the experience for people who don’t have a lot of content to see in the News Feed, Facebook will allow users to see multiple posts from the same friend or page in a row.

This is a good opportunity for brands: they need to understand how to optimize their frequency of posting, always maintaining high quality standards for each content piece.

2. Friends come first

FOMO? Not anymore. Content posted by friends will now have greater priority and be displayed higher up in the News Feed. Which means, content shared by brand pages will still be shown, but less prominently, or in a lower position.

In this scenario, creating content that people would share will be even more important: it would be a chance for brand to be displayed at the top of users’ News Feed.

However, at the same time, Facebook is testing a new feature for its mobile app, which will allow users to choose which friends and pages will appear at the top of their News Feed. If this feature will be rolled out people will be able to choose what they want to see in a prioritized section atop their feed.

3. Less engagement stories

According to Facebook, users “don’t enjoy seeing stories about their friends liking or commenting on a post”.

Users will see more updates from friends and pages they follow directly, and fewer stories related to third-parties engagements. This will allow brands to establish a more direct interaction with users who will like their content directly, not via a medium friend.

On the flip side, brand pages won’t be able to count on organic reach generated by users liking or commenting on their posts anymore.

How all this is going to affect the organic reach, already suffering – around the 2 per cent mark? Cryptically, Facebook says that the impact “will vary considerably depending on the composition of your audience and your posting activity”.

However, with more than 1.44 billion monthly active users, Facebook remains a network that most of the brands can’t turn their back on. To succeed on this channel, marketers need to know more about the users they want to involve in the conversation. This will allow brands to create insight-driven quality content, to be distributed with the right frequency at the most convenient time, and to amplify it strategically through a meticulous media targeting in order to serve it to the right audience, based on their interests.

Once again, this new update challenges marketers to reevaluate their social strategy at a broader scale, understanding why and how people connect, share, have conversations and influence, creating value for brands and their stakeholders. This requires a totally new perspective, which shouldn’t be platform-focused, but people-focused: knowing and understanding people’s interests and social behaviour inside out is the key to define an effective social strategy, able to drive real business value.

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By Cristina Forlani
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With over 8 years experience in the marketing and advertising industry, spanning both traditional and digital channels, I have worked with clients across a diverse client range including Beauty, Fashion, FMCG, Food&Wine, Travel / Tourism, Tech, Telco, Financial services. I’m driven by a genuine interest in people/consumers and their motivations, excited by the evolution of media, passionate about delivering insight-based ideas, focused on the development of socially-led campaigns that aim to achieve measurable goals and business results. I’m keen to make things happen, my mission is to deliver projects on time and on budget by leading a collaborative and motivated team working together to create something to be proud of. I have a proven track record in growing client revenues and agency profitability, as well as introducing new processes and tools to boost efficiency both internally and with the client. I'm an Account Director at We Are Social, a global agency. We deliver world class creative ideas with forward thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking.

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