After all of this time, Facebook continues to be a driving force in many businesses inbound marketing strategy. You probably have some sort of Facebook presence already, so you know it can play an important part in communicating news and resources to your customers. That's why the latest update to the Facebook news feed algorithm is going to have some lasting effects on the marketing industry as a whole. What are these changes and how can you prepare your existing strategy to still reach your audience?
The end goal of the changes that Facebook is implementing is to make your news feed as "subjective, personal, and unique" as possible. Your feed, instead of being driven by publishers, will now be more value driven. This means that prioritized at the top of your feed you will see the family and friends that matter to you the most (based on how frequently you interact with them). Then, the stories that entertain and inform you, also based on your engagement with them.
Facebook is calling this their News Feed Values, and in detail it says:
Friends and family come first. Facebook was built on the idea of connecting people with their friends and family. That is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook. That’s why if it’s from your friends, it’s in your feed, period — you just have to scroll down. To help make sure you don’t miss the friends and family posts you are likely to care about, we put those posts toward the top of your News Feed. We learn from you and adapt over time. For example, if you tend to like photos from your sister, we’ll start putting her posts closer to the top of your feed so you won’t miss what she posted while you were away.
Your feed should inform. People expect the stories in their feed to be meaningful to them — and we have learned over time that people value stories that they consider informative. Something that one person finds informative or interesting may be different from what another person finds informative or interesting — this could be a post about a current event, a story about your favorite celebrity, a piece of local news, or a recipe. We’re always working to better understand what is interesting and informative to you personally, so those stories appear higher up in your feed.
Your feed should entertain. We’ve also found that people enjoy their feeds as a source of entertainment. For some people, that’s following a celebrity or athlete; for others it’s watching Live videos and sharing funny photos with their friends. We work hard to try to understand and predict what posts on Facebook you find entertaining to make sure you don’t miss out on those.
How this affects your existing marketing strategy
Anyone who is marketing poorly on Facebook is going to have the hardest time still engaging with their audience. This means those that produce low quality or impersonal and unengaging content will show up less in people's feeds. However, those that are already distributing content that speaks to their audience will not see much of a difference with the new algorithm. On the other hand, as you start new campaigns, paid amplification, via Facebook ads, may be even more important than ever to get your content noticed.
It's going to be a more personalized Facebook. A Facebook that is more subjective and more fun to be around. I am quite excited about these news feed values as it will make my wall more of what I want to be - more about movies and cats, and less about politics.
What are your opinions on the new algorithm? Do you think it's going to hurt or improve your marketing campaign? Let me know in the comments below!