If your goal for 2018 is to grow your brand on Facebook - which is for the majority of brands doing digital marketing today - then staying on top of the updates to the Facebook News Feed algorithm are going to be critical this year.
1. The News Feed will favor friends over brands and publishers
- The number of comments on a post will count more than the number of Likes.
- Posts where people have taken the time to write long comments will get more weight than those with only short comments.
- News and video will continue to appear in News Feed, but the number of friends sharing it will matter more than its overall popularity.
2) Facebook is cracking down on engagement bait
- Tag Baiting - Asking people to tag their friends.
- Comment Baiting - Asking people to comment with specific answers (words, numbers, phrases, or emojis).
- Share Baiting - Asking people to share the post with their friends.
- Vote Baiting - Asking people to vote using reactions, comments, sharing, or other means of representing a vote.
- React Baiting - Asking people to react to the post (includes like, love, haha, wow, sad, and angry).
How to respond
Tip: Focus on creating meaningful conversations with your audience. Hacking your way to the front of the News Feed isn’t possible anymore. Instead think of what value your brand can provide to its audience on Facebook. Learn their interests, and know what gets their attention in your industry. Strive for repeated engagement with your brand.
3) Native videos, repeat viewership, retention, and intent matters
To leverage video on Facebook, it’s important for marketers to understand the factors that bring their videos to the front of the News Feed. In early 2017, Facebook adjusted the News Feed to prioritize videos with a higher retention rate on the newsfeed. At the end of 2017, Facebook rolled out another update to the News Feed algorithm with the following recommendations:
4) Links to low-quality websites will be devalued
Tip 3: Make sure your landing pages have substantive content. Put effort into the landing pages where you intend to send traffic.
Tip 4: Monitor your bounce rates and pages per session metrics. If people are going deeper into your site from your landing page, it’s a good sign.
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