Facebook changes news feed again, warns page owners this might result in ‘less distribution over time’
Facebook just made another change to the News Feed algorithm and this time they’re being upfront about the fact that it may (will) cause another drop in Page engagement. Points for honesty?
This update is all about the trending post. The average person often posts about TV shows and movies and news when it’s a breaking story. You’ll see a lot of this over the next few weeks as the TV networks roll out their new season. Oh look, Kristen Wiig is trending. . . .
Under the new rules this post will show up higher in your news feed than that random post from your mother. If Caroline were to post this same update two weeks from now, it wouldn’t rise to the top because it’s old news – sorry Kristen – you only get a few moments in the Facebook sun from now on.
Facebook says, when they factor in trending topics, they saw a 6% increase in engagement on these posts.
But that’s not enough to call it a win.
Facebook will also be taking the speed at which people comment and like into consideration. So, as long as people are actively engaging with the post, it’s going to show up higher in the news feed and it might even get a repeat performance.
We are also going to start taking this signal into account when considering which stories we bump in News Feed. Bumping is when we resurface stories that people did not scroll down far enough to see but are still getting lots of engagement. This is one more way that we’re working to identify timely posts so we can show them nearer the top of your News Feed sooner.
Conversely, as the engagement slows, the post will drop lower and lower and won’t get a bump from Facebook. How sad.
To answer the question on every marketer’s mind. . .
Will this affect my Page?
We will be rolling out these changes gradually and do not expect posts to see significant changes in distribution as a result of this update. If a Page posts about a trending topic or if a post sees a high velocity of engagement early on that then drops off, that post may begin to see increased distribution early on and less distribution over time. Pages should keep producing great content that is relevant and resonates with their audience.
One of the tricks many marketers use is to tie trending topics into their posts to increase engagement. If you can do that in a way that makes sense; a clothing retailer talking about the fashions on ABC’s Scandal, then this change could actually help you get more views.
How about that.
via Marketing Pilgrim - Internet News and Opinion