Facebook and Instagram have recently tweaked their algorithm in order to provide a better experience for users. This also means a few new changes for online marketers to get to grips with. To get the most out of your digital marketing campaign, brush up on how the algorithm updates affect audience interactions and what you can do to make things more effective.
These recent changes have left brands worried about whether their organic reach will take a hit under the new rules and lower their Facebook audience.The algorithm is broken down into four parts:
- Inventory (content)
- Signals (considerations about content)
- Predictions (considerations about person)
- And overall score.
Signals are what brands and marketers focus on to have the content viewed by an increased number of users on the news feed. In previous times, Facebook used many signals to decide which posts would be shown to users, including average time spent on content, when it’s posted, story type, a person sharing links over Messenger, comments or likes, multiple replies to comments on a video, the level of information provided, and overall engagement. But now it will use just the active interactions instead, such as comments and shares, so a person sharing a link over Messenger, multiple replies to comments on a video, engagement with a publisher or brand post shared by a friend and comments or likes on a person’s photo or status update.
Facebook values person-to-person connection over person-to-page and therefore will prioritise posts from family and friends over public Page content. This sparks more active engagement from Facebook users. The content is more personalised and worthy of conversation.
There is a difference in active and passive interactions. Active includes comments, sharing and reacting, while passive includes clicking, watching and viewing / hovering. Commenting is very valuable and posts that lead to conversation between people rank higher in the news feed. In fact, live videos get six times as many interactions on average than standard videos. Facebook have advised publishers not to use bait tactics when posting content, such as asking for likes or tags.
Sharing is also important and includes users sharing links or content via Messenger and engagement with a publisher post shared by a friend. Reacting is a form of active engagement and helps brands to reach a wider audience.
So three main tips for brands to focus on during a digital marketing campaign are:
– Create content that connects like-minded individuals
Instead of creating content for your brand, create it for the people. Spark emotion to lead to a share
or a comment. Get to grips with your audience’s motivations, challenges, and what they care about and want to interact with. Content should be interesting and serve a purpose.
– Post content that naturally establish meaningful interactions
Video is a popular and powerful tool with marketers and brands. It is eye-catching and performs
better than links and images in terms of engagement. Live videos are even better.
– Activate niche communities through Facebook Groups
With more than one billion people using Facebook Groups, it is a vital part of the social media’s
user experience. They build active and engaged communities about various topics. Users can
make new friends all over the world and learn new things.