Since Mark Zuckerberg has stated that the Facebook algorithm will put emphasis on “significant interactions” with friends and family over content-related content and brands, it has become more stringent than ever toward organic reach. But in spite of that, Facebook is still the largest social network in the world. That’s why knowledge of the functioning of Facebook’s algorithm is the key to your Facebook marketing strategy.
Further on in the text you will find out:
What content Facebook is giving priority to News Feed
How does the new algorithm of 2018 affect brands on Facebook
What does the term “Significant Interactions” mean
What are the tips for increasing the organic reach on Facebook
How Facebook Algorithm Works in 2018.
From January 11, 2018, Mark Zuckerberg announced the Facebook will change his algorithm to News Feed to make content that is more related to friends, families and groups than other content.
While we are all trying to explore how it works, he stated the following: “Less you will see content that is related to businesses, brands and the media. And the content that is public will hold the same standard – it should encourage significant interactions between people. “
Zuckerberg said, “that the services provided by Facebook should not be just for entertainment but for the benefit of their users,” justification for change, recognizing that firms, businesses and brands need to do much more than before to attract users’ or customers attention.
Many brands and businesses have rightly responded to this statement with care and fear. Although organic reach has been falling steadily for some time, Facebook’s “big brother” has not publicly acknowledged it yet.
Fortunately, Facebook has made several tricks about what brands should work in order to reach more of its users on the platform.
What are “Significant Interactions”?
This is a big thing because most social networks, including Facebook, traditionally compete for increasing the length of time spent on their platforms. The longer the users are on the platform, the better. And this is one of the main criteria of popularity of a particular platform.
One of the ways Facebook measures quality is by popularizing certain actions, which it regards as “more important” than others.
The new Facebook algorithm gives priority to more active interactions through commenting and screening, and the idea is that instead of passive Scrolling News Feed and occasional stops to get a picture or article, users will be inspired to engage in conversations.
Such “significant” interactions contribute to the quality of the time spent on the platform and (probably) help Facebook to return to the old roots when it was a network that is primarily used to connect with friends and family.
Below you can find out which interactions Facebook sees as “more important”.
The Most Important Factors for Facebook’s Algorithm
In his announcement, Zuckerberg wrote: Pages that publish posts that people do not respond or do not communicate with can expect the biggest downturn.
This means that brands should create high-quality content that will be directed at launching communication among users. It is therefore necessary to ask questions in the publications and write about the relevant topics at the right time, on which the users will have some opinion.
The point is that users will then see those posts that their friends and family comment on.
If a user sets aside a bit of time to leave the heart out of a post instead of a like, that means your content will get a little boost on the News Feed. It’s the same as in life, the kiss is a bit more than simple “I like you”.
The same goes for reactions on Facebook. He wants to see that these reactions are used.
Reply to comments
Facebook algorithm not only gives preference to comments, but also replies to comments. Zuckerberg believes that initiating communication is the most important thing in the new algorithm, which means that you need to publish content that will inspire users to tag their friends and initiate communication.
Shooting links to friends via Messenger
If a user shares certain content on your wall, that’s great. But what’s even better is to spend a little more time in order to send that content to a friend (or group of friends) via Facebook Messenger.
Of all the “significant interactions” that are listed here, this may be the most significant because what would be better: a friend just gives some content on his wall or sends it to a friend so that he can enjoy it or spend a good time (as Zuckerberg says )?
User engagement by sharing content
Although sharing a post is an active interaction, compared to the rest Facebook has gone a step further. Simply this is not enough and your published message should cause a user’s “reaction” to have priority in the algorithm.
Other Signals That Are Important for Facebook News Feed
The preceding 5 factors are the most important, but that does not mean that the Facebook algorithm only deals with them. Below you can find out which are less important factors, but they are worth mentioning.
1. Average time spent on content
This just means what you read. The more users spend on content, the better.
2. Time of publishing content
Your content will surely be more noticeable if you publish it at a time when your users are mostly on the platform.
3. Type of publication
Is your post an ordinary status, photo, link, video, video, or perhaps a carousel or canvas.
4. Completeness of the page
The more tabs / fields filled up on the page, the better. This means that Facebook and your users are watching your Facebook appearance seriously.
5. How much is the announcement of an informative character
Facebook emphasized in 2016 that the algorithm likes news releases. But this information is of individual character. For some this information can mean published news, for some interesting information that has been published, and for some specific gossip. It is unknown whether this has changed in the new update of the algorithm 2018.
There are probably still plenty of fine details that can contribute to your better visibility on the News Feed, but these are the most important that we know right now.
5 Tips For Increasing Organic Reach on Facebook
1. Use video content, especially live video
The new Facebook algorithm still favors video content, but live video is even more important. Zuckerberg says live video leads to discussion among users, that, on average, has six times more interactions than ordinary video content.
This means that if you have not used a live video before, you should start as soon as possible.
National Geographic has done an excellent job by introducing live video into their strategy. They publish 70 live studios per month and reach over a million viewers, often bringing viewers to “live safaris” in the jungle
2. Avoid inviting users to interact
It may be tempting to awaken the algorithm, inviting users to comment if they like your ice cream, for example, but they do not like it and that should not work.
In addition, Facebook says that such calls to interaction and such comments are not meaningful and that the algorithm will continue to “choke” such posts on News Feed.
3. Build a community through Facebook groups
Since Facebook groups function on the constant engagement of members, this marketing tactic can significantly serve you. In groups people often communicate about public content, and local firms connect with their users by publishing certain content and creating events.
The popular Canadian skin care company Deciem is a great example of how a brand is using a Facebook group. In the “DECIEM ENTHUSIASTS” group, users share content that is liked, questioned, commented, searched for tips and followed the latest news from the company.
4. Continue to create quality content that suits your audience
This is the most important tip on this list. Everything about significant interactions is reduced to creating a quality content that people actually like to see. And how do you know what people like to see? By researching your target group, surveys, and constant analytics reviews.
Quality content should already be arousing emotion in your audience, but images and image descriptions are very important for initiating interaction.
Another way to encourage the audience to interact is by asking questions that you think may be interesting to your audience.
Regardless of the size of your company, the quality of the release, the content that came out of the strategy, should be the spine of your Facebook campaign, and the rest will come to your own.
5. Invest in your ad budget
It’s known that organic reach has been falling for years, and if you’ve come to read it, you’ve probably already tried Facebook ads.
But now, when Facebook algorithm releases brand and company content, the skills to use Facebook ads are more important to you than ever. Companies need to know how to reach the target group and make the most from their advertisement budget.