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We’ve gotten feedback from our community that public content—posts from businesses, brands and media—is crowding out the personal moments that lead us to connect more with each other,”
According to Michael Stelzner of Social Media Examiner:
“All posts will be impacted, including posts from businesses AND from people. The first changes you will see will be in the news feed. Business pages and publishers may see their reach, video watch time, and their referral traffic decrease.”
That’s the bad news, and some of it at least is Facebook trying to push more people to spend money to reach more people. While this may be true, the aim is to improve the user experience by filtering out content that is either low quality or non-relevant to each user. Herein lies the solution.
So let’s get real about the algorithm and face the music. The following are actually quoted from the Facebook team:
What does this all mean for marketers?
Now let’s go over each and translate it into an action plan for marketers.
While this is true, and the decline of organic reach has all to do with it. Many businesses have already jumped to the conclusion that they’re going to have to spend money now or more money than before to get the same reach. Not so. There are ways to beat the algorithm that doesn’t involve increasing spending or spending at all.
The less overcrowded the newsfeed is, the likelihood that quality content will show up because there’s less competition between brands that provide quality content.
Note that the key is: a dialogue between human beings, not between humans AND pages.
Facebook prioritizes interactions between people not pages
Sounds a lot easier said than done, right? Before these changes, it used to be that the number of times your post gets shared counts more than the number of comments, but since January 2018, they have reversed so that now comments count more than shares.
Let’s make sure we’re clear about what the difference is between a personal profile and business or fan page. There is an important distinction between people (or profiles) and business or fan pages on Facebook.
Here are comparisons between the possible interactions between 2 profiles or pages. The items are listed from the highest to lowest score value:
When a person interacts with another person.
When a page interacts with another page.
When a person interacts with another page.
The highest engagement value from the most to our least.
Again from Michael Stelzner on Social Media Examiner:
Create content that will actually get people fans and their friends interacting with each other.
If you don’t have an engaged audience on posts, you must first become the engaged audience. The circle starts with you. This is where you can leverage comments to increase your post’s performance.
There is a whole lot you can do by commenting on your own posts. One way is to create another Facebook profile that is not a business page. Or simply engage with it using your personal account.
It comes down to what is active versus passive forms of Engagement.
Clicking like on a post is the easiest in the least time-consuming. no wonder it only counts as one point on Facebook’s algorithm.
It comes down to what types of engagement are more involved. By this, it means which type of engagement requires more thought, or more thoughtful effort. Before the changes to the algorithm this year, it used to be that the number of times your post gets shared counts more than the number of comments, but since January 2018, the situation has reversed so that now comments count more than shares.
In a nutshell:
The more passive, less valuable, and the more actively involved form of engagement, more valuable, in terms of points.
This article shows how to do it on Instagram: https://blog.iconosquare.com/instagram-pod/.
The same can be done with Facebook.