Facebook constantly keeps updating its news feed algorithm to improve user experience and to serve them with relevant and engaging content. Marketers should be always aware about these new updates, as they can sometimes cause problems to them.
Recently, Facebook released three updates that can reduce marketers organic reach. The updates are about the type of content Facebook prefers to serve its users. Businesses who want to make the most of their Facebook presence, need to pay attention to these updates.
It gives preference to videos that has intent or repeat viewership
Videos are one of the most popular tools of marketing on Facebook. But as per Facebook’s last news feed algorithm update, it will give preference to the videos which people are searching for or returning to Facebook to watch.
The preference depends on two factors:
- Intent: When people search for your video content or visit your Facebook page to watch videos, Facebook will give such videos higher preference in news feed.
- Repeat Viewership: When viewers watch videos from the same publisher frequently, the videos uploaded by the publisher get more preference in the news feed.
It devalues engagement bait content
According to the latest news feed update, posts like “Share with a friend…” or “Like this if…” will be devalued and few people will only be able to view such posts.
Facebook has decided not to promote such spammy tactics to attract engagement, it has created a machine learning model to detect distinct types of engagement bait and it will take action against people or pages who upload such posts.
Here are few examples of engagement bait:
- Tag Baiting: Asking people to tag their friends.
- Comment Baiting: Asking people to comment with specific answers.
- Vote Baiting: Asking people to vote using reactions, comments, sharing, or other means of representing a vote.
- React Baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry).
- Share Baiting: Asking people to share the post with their friends.
It devalues links to low-quality websites
With increasing spam and junk on the internet, Facebook will ensure that users don’t have to encounter such things by devaluing links that provide poor web experience.
Facebook has reviewed thousands of different pages linked to Facebook and has prepared a list of common characteristics that shows the web page has low-value.
Tips to ensure this update doesn’t affect the organic search of your website:
- Keep your landing page free from disruptive, malicious or shocking ads.
- Maintain your web page’s loading speed, websites with slow loading speed might get affected.
- Ensure your website’s landing pages where you want to send traffic, have substantive content.
- You need to keep an eye on your bounce rate and pages per session metrics.