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Ever since Mark Zuckerberg said he would Facebook algorithm to emphasize “significant interactions” with friends and family more than content related to sites and brands, it has also become stricter than ever towards organic reach. But even so, Facebook is still the largest social network in the world (or as we at Digitizer like to say - big brother). That’s why knowing how Facebook’s algorithm works is key to yours Facebook marketing strategy.
Later in the text you will find out:
- What content does Facebook prioritize on the News Feed
- How the new algorithm from 2018 affects brands on Facebook
- What is meant by “Significant Interactions”
- What are the tips for increasing organic reach on Facebook
How does Facebook’s algorithm work in 2018?
As of January 11, 2018, Mark Zuckerberg announced that he will Facebook change your algorithm on the News Feed to make content related to friends, family and groups take precedence over others.
While we are trying to investigate all this, how and in what way it works, he stated the following: "You will see less content related to businesses, brands and media. And the content that is public will adhere to the same standard - it should encourage more significant interactions between people. "
Zuckerberg stated, "that the services provided by Facebook should not only be for entertainment but also for the benefit of their users", as a justification for change, recognizing that companies, businesses and brands need to work much harder than before to attract users' attention. customers.
Many brands and companies have rightly reacted to such a statement with care and fear. Although organic reach has been declining steadily for some time, Facebook's "big brother" has not yet publicly acknowledged it.
Fortunately, Facebook has come up with a few tricks on what brands need to do to reach more of their users on the platform.
What are "significant interactions"?
Let's go in order. Facebook is no longer interested in how much time users spend on their platform, but whether that time is "quality".
This is a big deal because most social networks, including Facebook, traditionally compete to increase the length of time spent on their platforms. The longer users are on the platform, the better. And that is one of the main measures of the popularity of a certain platform.
One of the ways in which Facebook measures quality is through the popularization of certain actions, which it views as “more significant” than others.
New Facebook algorithm gives priority to more active interactions through commenting and sharing and the idea is that instead of passively scrolling the News Feed and stopping occasionally to like an image or article, users will be inspired to engage in conversations.
These types of "significant" interactions contribute to the quality of time spent on the platform and (probably) help Facebook to return to its old roots when it was a network primarily used to connect with friends and family.
Below you can find out which interactions Facebook sees as "significant".
The most important factors for Facebook's algorithm
In his statement, Zuckerberg wrote: Pages that publish posts to which people generally do not react or communicate, can expect the biggest "drop".
This means that brands need to create quality content that will be aimed at initiating communication among users. That is why you should ask questions in the posts and write about relevant topics at the right time, on which the users will have an opinion.
The point is that users will then see those posts that their friends and family comment on.
If the user takes a little more time to leave a heart on the post instead of the like, it means that your content will get a little boost on the News Feed. It's the same as in life, a kiss is something much more than "I like you".
The same goes for reactions on Facebook. He wants to see those reactions used.
3. Reply to comments
Facebook algorithm not only prefers comments, but also responses to comments. Zuckerberg believes that starting communication is the most important thing in the new algorithm, which means that you should publish content that will inspire users to tag their friends and start communication.
4. Sharing links to friends via Messenger
If a user shares certain content on their wall, that's great. But what’s even better is to spend a little more time sending that content to a friend (or group of friends) via Facebook Messenger.
Of all the "significant interactions" listed here, this is perhaps the most significant because what could be better: For a friend to just share some content on their wall or send it to a friend to enjoy or have a good time (as Zuckerberg says )?
5. Engage users by sharing content
Although post sharing is quite an active interaction, compared to the others, Facebook has gone a step further. This is simply not enough and your shared post needs to provoke a “reaction” from the user in order to have priority in the algorithm.
Other signals that are to be for the Facebook News Feed
The previous 5 listed factors are the most important but that does not mean that Facebook algorithm only deals with them. In the following text, you can find out which are less important factors, but they are still worth mentioning.
- Average time spent on content
This is exactly what you read. The more time users spend on certain content, the better.
- Content publishing time
Your content will surely be more noticeable if you post it at a time when your users are mostly on the platform.
- Post type
Is your post plain status, photo, link, video, live video or maybe carousel or canvas.
- Completeness (mediocrity) of the page
The more tabs / fields filled in on the page the better. This means that Facebook and your users take your appearance on Facebook seriously.
- How informative is the publication?
Facebook emphasized back in 2016 that the algorithm likes informative posts. But it is informative of an individual character. For some, it can mean informatively published news, for some published interesting information, and for some a certain gossip. It is unknown whether this has changed in the new 2018 algorithm update.
There are probably quite a few other small details that can contribute to your better visibility on the News Feed but these are the most important we know at the moment.
8 tips to increase organic reach on Facebook
1. Use video content, especially live video
New Facebook algorithm still favors video content, but live video is even more important. Zuckerberg says that live video leads to discussion among users, that is, that it has on average six times more interactions than ordinary video content.
This means that if you haven't used live video before, you should start as soon as possible.
National Geographic has done a great job introducing live video into its strategy. They publish 70 live stories a month and reach over a million viewers, often bringing viewers on a "live safari" in the jungle.
2. Avoid inviting users to interact
It may be tempting to wake up the algorithm, inviting users to comment if they like your ice cream for example, but users don't like that and it shouldn't be done.
In addition, Facebook says that such calls for interaction and such commenting do not make sense and that the algorithm will continue to "stifle" such posts on the News Feed.
3. Build community through Facebook groups
Since Facebook groups operate on a constant engagement of members, this marketing tactic can serve you significantly. In groups, people often communicate about public content, and local businesses connect with their users by posting specific content and creating events.
The popular Canadian skin care company Deciem is a great example of how a brand uses Facebook groups. In the group "DECIEM ENTHUSIASTS" users share the content they like, inquire, comment, seek advice and follow the latest news from the company.
4. Continue to create quality content that suits your audience
This is the most important piece of advice on this list. Everything about significant interactions comes down to creating 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 constantly checking analytics.
Quality content should already arouse emotions in your audience, but images and descriptions of images are very important for initiating interaction.
Another way to encourage audiences to interact is by asking questions that you think might be interesting to your audience.
Regardless of the size of your company, the quality of publishing, content which emerged from the strategy, should be the backbone of your Facebook campaign, and the rest will come into its own.
5. Invest in an ad budget
Organic reach has been known to decline for years, and if you’ve come this far with reading, you’ve probably already tried Facebook ads.
But now, when Facebook algorithm depopulates the content of brands and companies, the skills of using Facebook ads are more important to you than ever. Companies need to know how to reach the target group and use the money invested in advertising in the right way.
If you need help creating Facebook ads, strategies and content, Digitizer can help you in every way.
6. Connect with Facebook influencers
Imagine influencers, like ordinary people like you (which they really are) who have a large number of fans on social media because they worked hard to gain their trust. Publishing your content, through an influencer, means increasing interactions for your product or service because the audience of the influencer probably supports and believes in what that influencer is doing or promoting.
But rest assured that the strategy and content you have created must be the main driver of all these tips.
7. Localize the news you publish
Facebook has hinted that local news will be a higher priority than others. This is great for companies that are already working locally but not so good for those working globally. Promote events in a specific city or publish stories that have to do with a specific region. There are many ways to use and be creative with this advice.
8. Encourage your target audience to follow your page
The only thing that has been changing for a long time on Facebook in the News Feed is the possibility for users to see your posts in the first place, by selecting the "See First" option.
These tips are useful for posting content on all social networks, not just Facebook. As always, there is no reason to be afraid of the change it brings Facebook algorithm if you are already committed to quality strategy and content creation and quality treatment of your audience.
Facebook algorithm works to show users the content they like best, so make sure your audience likes what you do on social media. That's why you need special optimization and dedication to work, which Digitizer shows every day for the benefit of its customers. CONTACT US AND MAKE SURE.
Made by Mladen Radosavljević - Senior Account Manager @Digitizer