Facebook will reward brand Pages with highly engaging content with better reach and exposure thanks to two new algorithms. Find out how the News Feed will change and how you can benefit from Facebook´s latest update!
Facebook educates its users and Page owners on how the News Feed work with FYI blog posts, regularly updated on the Facebook for business site. Striving to improve the News Feed algorithm, Facebook started off by introducing two new algorithms – "Story Bumping” and "Last Actor” – that will shift the feed away from a basic chronological ranking towards more organic and engaging content. According to Facebook´s latest study, an average daily active user is confronted with up to 1,500 potential stories a week from friends, people they follow and Pages, ranging from wedding photos to check-ins at restaurants. When Facebook tried to show the posts in chronological order instead of ranking them, the number of stories people read and the likes and comments they made decreased, which supposedly triggered the need for News Feed algorithms.
The "Story Bumping” and "Last Actor” Algorithms Explained
In order to deliver the right content to the right people in the right time, the social network decided to bring the most relevant stories to the forefront with the help of the mentioned algorithms. The Story Bumping algorithm should make older organic stories (even days old) reappear near the top of the News Feed if the content is deemed relevant to the user. If a story seems less likely to be interesting to the user, they will publish it further down, below other posts that seem more important. It all depends on how the user interacts with the profile or page, whether he is Liking/Sharing/Commenting on its posts or hiding them, etc. The Last Actor algorithm will capture the last 50 actions of the user in order to track down his shifting interests, aiming to become the more flexible and dynamic algorithm that can react immediately to users´ ever-evolving tastes.
What Does this Mean for Page Owners?
These updates to the News Feed EdgeRank should have a positive effect on the reach of posts, which is an invaluable asset to Page owners that need to impress a large audience. For Page owners, this means their most popular organic Page posts have a higher chance of being shown to more people, even if they're more than a few hours old. It can obviously bring new traffic to trending topics, but only when they are evaluated as relevant to the users, which places even more pressure on Page admins to post stellar content that generates a lot of Likes, Comments, and Shares. Nonetheless, the new algorithms will help quality content circulate and reach a bigger audience.
We will conduct a study later on to see how the post reach becomes affected due to the latest update, so stay tuned! Meanwhile, check out your current posts´ performance and monitor how the changes in the algorithm influence your reach within the upcoming days. Sign-up for a free 14-day trial with Analytics PRO to evaluate your Facebook performance and to compare it with the performance of your competition or industry now!
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