The marketing partner of the social network A target is about how companies adapt to the new rules.
On January 11, 2018, Facebook’s father-grandparent Mark Zuckerberg announced that his powerful social network would be subjected to a massive change since its inception.
Mark Zuckerberg’s message about future changes
Zuckerberg did not bluff. Facebook is determined to make changes to its algorithm improve the user experience and quality of content on the platform.
Now I want to express myself clearly: by introducing these changes, I expect that the time that people spend on Facebook and involvement will decrease to some extent. I expect your Facebook time to be more valuable.
The news feed is limited and it cannot accommodate everyone. As the head of buy instant Facebook page likes decided to give priority to messages and updates from family and friends to the detriment of public content from companies, brands, and the media, you are now more likely to see the latest news about your best friend’s turtles than recipes from a public channel about food. The new policy is merciless – it will also affect the promotion of video content, so praised by Facebook.
It hurts to change. On the day of the newsletter changes, Zuckerberg lost about $ 3 billion. A month later, the companies also experienced a significant decrease in organic coverage, although the changes were not fully completed (they are planned to be completed in the next few months).
But how can publishers of public content adapt to stop complaining about the fickle buy instant Facebook page likes and even benefit from the game under the new rules?
What will be the “news” in the updated news feed
Facebook has announced three key priorities for distributing news on its platform:
Trusted sources. Priority is given to news from publishers whom the community regards as credible. Publications that receive low confidence scores can see a decline in organic coverage. This rating is based on the behavior of a representative user group.
Informative content. Priority is given to news that people consider informative. “Your news feed should inform,” reads one of the values of the Facebook news feed. Information is power, and people want to get it on Facebook.
Local news. Finally, Facebook believes that people want to get more local news. It will display more news from local communities and will continue to work on showing more news related to the place where the user lives.
The new policy and strategy should be implemented for the first time in the United States, but throughout the year they will gradually spread throughout the world. The sooner you adapt your publications, the more you can be sure of their constant organic reach.
In search of significance
Ultimately, it all revolves around the same main mission of the company – to bring people closer to each other. Facebook wants to reduce the number of publications intended only for consumption, and promote more interactive content to stimulate more meaningful links.
As the update spreads, public content that you will see more will meet the same standard — it should promote meaningful interaction between people.
Thus, pages on which there are many messages without interaction or reactions are more at risk of less distribution. They will observe a decrease in coverage, video viewing time and referral traffic.
However, Mark Zuckerberg also says that “pages whose publications encourage communication between friends will notice less effect.”
Everything that does not kill us makes us stronger
Significant interactions are your guarantee of long-term organic reach. But what does “significance” mean for Facebook?
Fortunately, Facebook developers are tracking clear signals to identify it.
All interactions are divided into two groups: the interaction between people and business and the interaction between two people. Obviously, the second group has more weight in terms of bringing people closer together, so publishers should focus on creating messages that encourage actions such as replying to comments on the video, sharing of publications (including sharing through Messenger) and interacting with messages shared by friends.
Traditional tracking of time spent on publication, first level comments or reactions will become less significant. Please note that the mark of friends in the message is not a significant interaction – the tag gets zero points.
Anyway, changes only affect organic content, so be sure that your Facebook ads will be safe and sound.