Facebook is at it again; another algorithm change.
According to Digiday, Facebook reached out to publishers saying that the change will begin as early as next week. Facebook will “favor content that’s shared by users or otherwise actively engaged with.”
Facebook founder Mark Zuckerberg posted that he wants to bring back the people-connecting platform instead of a platform for distribution.
“The research shows that when we use social media to connect with people, we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long-term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they're entertaining or informative — may not be as good. Based on this, we're making a major change to how we build Facebook. I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
Zuckerberg feels that news articles and marketing efforts have created an imbalance that “is crowding out the personal moments that lead us to connect more with each other.” The change is to create more meaningful connections and engagement. He wants users to interact (“Like”, comment, and share) on posts, not only read the news or watch content from brands and publishers.
While changing the way people interact on Facebook is Zuckerberg’s goal, there’s something to note that about half of Americans get their news from Facebook, according to a 2017 Pew research report.
While the change may not hurt brands from reaching audiences, it means the content shared from brands and publishers will be deprioritized and will no longer help users find relevant content.
How the Facebook Algorithm Change May Impact Your Brand?
Influencers Will Benefit
Influencers have their content style and niche, which draws in their audiences and conversation. Plus, influencers started their profiles as regular people, connecting with friends, family, and fans. So, influencers can expect more attention to their organic content while non-paid content from brands will hurt.
Companies Must Adjust Their Distribution
Once again, businesses will need to rethink their strategy to reach audiences. Brands may have to rely more on their influencers to reach audiences than before. Companies should look at their data after the change is pushed to see how their viewers interact and then plan accordingly. This doesn’t mean to stop producing high-quality content. It just means you’ll have to rethink your distribution strategy.
Rethink Your Engagement Online
Brands may want to create more personal posts and engage more with users than just distributing news. Facebook wants to establish more meaningful relationships with peers, so think how you can do that. This might mean to create ‘humble’ posts, rebrand your profile to be more personal, or create authentic and meaningful conversations with others.
Time will tell how the shift will impact brands, but this doesn’t mean stop producing content. Content still engages users, especially on your site. And, since half of Americans get their news from Facebook, there’s an audience who wants information to read.