Start writing Facebook has revealed plans to update its news feed algorithm to promote more content and posts made by close friends and family of users as it renews its focus on keeping people connected. This means that content posted by brands and publishers could now feature less prominently on the social media site.
If you’re doing DIY marketing for your firm, then you’re probably already familiar with the constant changes that Facebook makes to the platform and their algorithms. Mostly their updates cause a mild rear-end ache, as you often find yourself having to relearn the functionality of the site. But the latest of these changes is likely to have a profound affect on your social media marketing.
Yesterday, Facebook Engineering Director, Lars Backstrom, released the news that the social media site will now favor posts by friends and family in newsfeeds. So GEVME.COM‘s update about the event management software solutions posted last night will be favored over the post warning clients about recent IRS phone scams.
In an official blog post announcing the news feed changes, Facebook said that it was aiming to make it easier for users to control their experiences and access authentic stories that resonate with them the most. It claims that the new algorithm will make ranking content more effective for the 1.65 billion people who use the platform each month.
Also, Facebook has made a huge effort to entice brands and publishers during the last few years, and many now focus their marketing efforts on social media to drive engagement and expand their audiences. While this won’t be changing, it appears that Facebook wants to tip the scales back in favour of more personal updates and posts from people whom users know.
Facebook reps say this change is part of their larger effort to improve the quality of content for non-commercial users, but most in the publishing industry recognize it as a way to increase their ad revenue. To have any kind of market reach using Facebook, you will now HAVE to invest in their advertising. But who can blame them. It’s a kick-in-the-pants reminder that we’re at the mercy of these social media platforms that have for so long been free and powerful tools in raising your online profile.
The good news for publishers is that engaging content that is shared and talked about the most will continue to feature heavily at the top of news feeds, though those who rely more on audiences from content posted directly on an official page could experience a drop in traffic.