Facebook Announce Major Change to the News Feed
Yesterday, Mark Zuckerberg announced on Facebook that they were introducing a major change to their News Feed that will result in posts from businesses, brands, and media becoming less prominent in the News Feed and instead prioritising content that inspire conversations among family and friends.
Adam Mosseri, Head of News Feed at Facebook, stated:
Facebook was built to bring people closer together and build relationships. One of the ways we do this is by connecting people to meaningful posts from their friends and family in News Feed. Over the next few months, we'll be making updates to ranking so people have more opportunities to interact with the people they care about.
How is the Facebook News Feed changing?
Facebook users will begin to see less posts from news outlets and brands in their News Feed and this will be replaced by content and updates shared by their friends, families, and groups. This doesn’t mean that users won’t see brand content at all in the News Feed, but there will just be less of it.
How will it impact your brand’s Facebook presence?
In the past, Facebook has used signals such as ‘how many people react to, comment on or share posts to determine how high they appear in News Feed.’ But with this latest update, they will be prioritising posts that lead to engaging conversations and meaningful interactions between people. This might be a post from a brand, news outlet, or a friend that leads to back and forth discussion.
They will also prioritise posts from family and friends over public content, including videos and other posts from brands.
This means that your brand’s Facebook reach and referral traffic may decrease. Although, this will depend on the type of content you produce and how people interact with it. If you are creating and sharing content that users don’t find interesting or engaging, then you will likely see a more significant decrease in engagement metrics and referral traffic.
What you can do
In order to continue to appear prominently in your followers’ News Feeds, you need to create content and share posts that generate conversations amongst Facebook users. A good example of this would be to publish a live video, according to Facebook ‘live videos on average get six times as many interactions as regular videos’.
People who do want to see your Page’s content within their News Feed can do so by adjusting their ‘See First in News Feed’ settings. To convince your followers to actively choose to view your content, you’ll need to be creating some high value content that will benefit and interest your audience.