It seems like every day the Facebook algorithm changes which affects business Pages either for the worse or for the better. While Facebook will never detail EVERY change to its algorithm they do make public the major changes that would affect your posts being seen by people in their News Feed. Below is a timeline of some of the major changes that would affect your page and some best practices you should pay attention to to help maximize your reach. Make sure and check back routinely to see what else has changed as we will update this post as more updates are made. This is just the changes made over the last year – so you can see Facebook updates their algorithm at a rapid, rapid pace which is why it’s important to always be on top of the them.
We are aware that having to keep track of all of these updates seems like it would be a full-time job in and of itself. And we agree – which is why we have a team that DOES keep track of these things and uses this knowledge to manage your Facebook page for optimal reach. To learn more about how we can help manage your social media business accounts visit us here and we’ll give you a consultation on all of our options and what we feel would benefit you most.
First however, if you want to take a look at the very basics of how Facebook’s News Feed works you can watch this video from the Facebook Developer team.
2018 Facebook Algorithm Changes
Emphasizing more “meaningful” posts.
Changes to the algorithm will now start to show more posts from friends and family, especially ones that spark more conversations. This means that Facebook will slowly start to show less public content from pages and publishers. The biggest post form to take a hit? Short form videos with stock video that Facebook considers “passive”. You’ve probably seen these videos. Basically short videos with text overlayed telling you a news story. The goal is to come back to what Facebook started as. A social network for friends and family.
While there will be less content from pages and media if you’re page is sharing content that Facebook deems “meaningful” and “conversational” it will still get shown to your audience. If it’s a post that they deem isn’t meaningful or conversational it will be seen less.
Bottom Line: Gone are the days of posting to Facebook just to post. Your posts need serious thought now because if it isn’t something people are going to engage in, it won’t get shown at all.
2017 Facebook Algorithm Changes
Harsher penalization’s for posts that are considered “engagement bait”.
Gone are the days (hopefully) of fishing for likes, shares or comments. This recent Facebook algorithm update looks to quell “engagement bait” tactics. They explain these posts as ones that are encouraging users with “artificially boosted engagement”. An example of post like this would be a posts that says “Share this post if you love our donuts!” They are also demoting posts even further for pages that continue to abuse this tactic on a routine basis. They’ve analyzed thousands of posts and say they are able to differentiate between spam posts and those of an emergency, say a post that is asking to share to spread the word about a missing child, or a charitable foundation.
Bottom Line: Gone are the days of encouraging you fans to like your post. You’ll just have to get those likes that old fashioned way. Organically.
Web pages that load faster get priority in the news feed
That’s right. Now there is even more reason to get your website into shape. Just like Google does, the Facebook algorithm now gives speedy websites priority in the News Feed. This further solidifies the relationship between web design, SEO, and social as an all encompassing digital marketing effort. Each one plays a role and each one is vitally important. It’s also an effort from Facebook to get you to start using Facebook Instant Articles – which, credit to them, are extremely fast.
Bottom Line: If your website takes longer than a couple seconds to load Facebook is going to penalize you.
A crack down on false news
Fake news is a huge problem not only on Facebook but on the internet in general. It’s a huge problem that needs remedied and Facebook is constantly implementing things to help combat it. First and foremost Facebook is blocking pages that share fake news from buying Ads. In the hopes that it will slow the spread of these stories. They are removed the ability to edit your links Meta information (title, description). This was being taken advantage of from pages that were changing these descriptors to things that had nothing to do with the actual story in the hopes that they would entice someone to click through.
Bottom Line: Eh, don’t share fake news 😉
People started to get very clever (or so they thought) with click-bait. They would create an image that looked like it was a video so when a user would click on it they would be brought to a certain webpage instead of what they expected to be a video playing. These posts now get pushed way down the News Feed and if they are especially egregious – not even in the feed at all.
Bottom Line: Don’t try and trick Facebook or the user. Not only will your posts not get seen but it also ruins your credibility.
Click-bait headlines are now being penalized.
“When she opened up her McDonald’s bag she found THIS…”
“This special superfood can make you look 20 years younger. You HAVE to see this!”
This is all just part of the effort on Facebook’s part to try and make Facebook more of an informed community.
Bottom Line: Write copy that clearly informs a reader what they can expect to read about. You’ll find more quality readers as a result.
Low quality webpage experience
As with traditional Google AdWords, pages that have low quality experiences will be penalized for it. Specifically webpages that have little substantive content and websites that have a large number of “disruptive, shocking, or malicious ads.
Bottom Line: Make sure your website is giving users the best experience possible. Having an up-to-date site that is fast, has relevant content, and a user friendly experience is crucial for SEO and now crucial for social media.
Reactions weigh more than likes
Facebook reactions were released a little over a year ago and they have found out a lot of useful information about them. For example, they’ve found that when a person uses one of the other reactions besides a standard “Like” indicates that they are more interested in that post. So a “love”, “cry” etc means they are more invested in that post thus it will move up the News Feed as a result.
Bottom Line: Post things that evoke an emotional reaction to your fans. This results in a “reaction” over a “like” and will help more people see that post.
Video prioritized based on completion rate
Not only are videos prioritized but they’ll be boosted even more based on the video completion percentage. Facebook feels that if more people are watching the full video, or most of a video, it means it must be quality. Which means they will show it to more people. This doesn’t mean post 10 second videos. In actuality longer videos that get watched more are the biggest benefactors of this prioritization.
Bottom Line: Post videos that people want to watch. Behind the scenes stuff, tutorials, interviews all work especially well.
Video prioritized over other types of post
Facebook is making a big push into video thus they are rewarding pages that post videos over other types of post. Videos also get recommended on other videos after completion which is an added avenue for your videos to get discovered.
Bottom Line: Post videos. They don’t need to be Hollywood Production quality. Couple minute videos help keep a fan engaged and give more personality to a page (along with being prioritized by the Facebook algorithm).
2016 Facebook Algorithm Changes
Personally informative stories matter
People obviously enjoy stories that are more informative to them personally so Facebook is trying to predict which story you would enjoy the most based on your actions within Facebook. If the subject matter is based on a person’s interest, if it engages a broad audience, or if it contains news relevant to them they are more likely to see it in their feed.
Bottom Line: You need to be making an effort to share things you think your audience will enjoy if you want to maximize your reach.
Also published on Medium.