Photo under my branding by Ben White
What Should You Do About Facebook’s Latest Algorithm Change?
OMG! Facebook changed their algorithm! AGAIN! My Page will get less traffic! AHHHHHHUGUUUHHHHHH. WHY? Why do they keep doing this to me?????
Yeah, that happens. A lot. It just happened, again.
Know why I never worry too much about algorithm changes? If you are creating quality content, these changes won’t destroy your reach.
Social media platforms reward content that gets engagement. They are in the business of selling attention. It’s your job to be attention worthy.
It’s that simple. And that hard.
Still, you need to know the skinny on the latest Facebook changes to make good content distribution decisions.
What’s Changed on Facebook? Posts that drive conversations get priority in user’s feeds.
From Mark Zuckerberg: “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people .“
From Facebook Media: “Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.”
The Nutshell: What Should You Do?
Study your audience’s reactions. Note where the conversations are happening. The recurring theme here is the word connection. Making a comment is the most labor intensive action on social media. People need to feel pretty motivated to join in. People seem to be talking the most in groups and during live videos. My personal branding clients are getting comments by being more vulnerable and real: