How Facebook’s New Algorithm Affects Page Views and Lead Conversion

By on June 5, 2018

What is the Facebook Algorithm?

The Facebook algorithm is the automatic update designed by Facebook to decide which content turns up on the News Feed of users. It is done by considering specific factors such as user engagement, interest, share-ability, and relevance.

Facebook has been changing its algorithm since 2006 when it first launched the News Feed and Status Updates.

As a result of Facebook’s most recent change in algorithm, all kinds of publishers who generate sales leads and manage their businesses as well as Sales CRM through Facebook will have to rethink and rejuvenate their strategies. They will now have to focus on creating more conversational content, shareable posts, and quality content.

They may also have to focus a great deal more on video-based content which adds personal value and creates valid conversations among the users.

How the Facebook Algorithm has evolved over the years

By the mid of 2016, Facebook revealed the core values that drive the making of its algorithm. It emphasized that the primary creation of this social networking site was for people to stay in contact with their friends and family. It is why conversational content is given priority in the News Feed of users which is then followed by informative and entertaining posts.

Additionally, the new algorithm of Facebook believes in prioritizing authentic information and communication; therefore, engaging posts with topics that build substantial conversations around them will be given priority in the News Feed.

Current Changes in the Facebook Algorithm

In January 2018, Mark Zuckerberg announced that he is changing the goal he gives to his product teams. Now, their goal is not to focus on helping the users find relevant content but helping the users in having more meaningful social interactions.

It means that the business pages, publishers, and news reporting websites driving their traffic by leveraging the social network, will be given less priority on the users’ News Feed. Preference will be given to the friends and family of the users and topics that are more engaging, meaningful and interactive for the users.

According to the platform, they want to keep the focus on enhancing the interests and well-being of the users. The more genuine interactions and connections the social media website will create for the users, the more aligned they will be with their goals. It also means that promotional content and business-based pages and followings will only be able to thrive on the social network if they are creating content that users engage with.

There were two other lesser mainstream updates for the social networking website. Firstly, reliable and authentic sources of news will have priority in the News Feed. Secondly, local news would reach users first as opposed to international or global ones.

Some observations and conclusions made by brands as well as publishers are as follows.

Changes in the Organic Reach of Content

Initially, brands and publishers were very skeptical about the change in the algorithm. They anticipated significant drops in the organic reach of posts and pages.   However, this is not entirely true.

It is a fact that the organic reach of almost all Facebook pages has declined since 2016 and almost all of the content is sponsored. In the light of the new algorithm, priority will now be given to content which is engaging, entertaining, generating different Facebook reactions, getting shared by users, or making people tag their best friends or family members.

Click-Bait and Engagement Bait Discouraged

Facebook’s new algorithm is also bad news for those who create click-bait based spammed content which deceives viewers into clicking on the links provided or playing the video. Click-bait has always been a deceptive marketing strategy. Discouraging it on authentic platforms was long overdue.

News sources which are not valid and which rely heavily on cheap quality content will also be discouraged. Again though, this is not news because these changes were introduced two years ago and traffic which used to be diverted from Facebook to news publishers, magazines and publishing websites has been declining over time.

The publishing websites, in the meantime, have tried to derive alternative ways to generate direct traffic on their website or blogs. It is done through improving their SEO and visibility on the World Wide Web.

Vice, Mashable, and Buzzfeed which used to rely heavily on traffic generated from Facebook. These are more severely affected by the new algorithm than the ones that have their place and readership on the internet such as The Financial Times or The New York Times.

Shareable Content and Group Engagement

Another type of content that will gain more momentum will be the content that is shared and discussed on Facebook groups. Even in the official press release by Facebook which is written by Adam Mousseri, it has been mentioned that “In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events.”

To generate more leads, taking a direct approach as brands used to do by directly asking for likes, shares, and comments is now discouraged by Facebook. Instead, brands which try to stay relevant by asking customers what interests them and by generating interactive content are the ones that will be able to have a better organic reach.

Live videos are another option that should be tapped into by businesses for sparking the interest of their consumers on this social media platform.

Engaging Brand Advocates and Company Employees

For pages and businesses, the new Facebook algorithm needs more brand ambassadors, advocates and people who refer the brand or business to their friends and family. Firms and companies need to gear up and encourage their employees and network individuals to share and talk about their commodities on their social media accounts.

In recent research by Sprout Social, people are 16 percent more likely to read a post shared by a friend than the one shared by the brand itself.

Conclusion

Digital marketing, in the long run, is all about adapting to ongoing changes in the world of social and digital media. Marketers and content strategists who will try to align their brands with Facebook’s best practices will be able to utilize the most out of it. They can get best results regarding widening their audiences and achieving their desired targets via social media.

About Evie Harrison

Evie harrison is a blogger by choice. She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs. Find her on Twitter.
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