If you have been in the social media industry for some time, it should come as no surprise that Facebook has changed its News Feed algorithm (again!). To ensure users are continuously glued to their screens, Facebook tweaks its algorithm from time to time to deliver the most relevant and engaging content possible.

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. – Mark Zuckerberg

Sadly, Facebook’s dedication to user experience can be a headache for us content marketers. Just when you think you’ve figured out the system (guess what, you never will), Facebook throws you a curveball with an algorithm update, and there’s no escape from the cold conference room as you address your stakeholders on why there is another drop in an already declining organic reach. That said, a content marketer should always strive to stay updated with the latest news and be well accustomed to changes.

Before we get into the updates, here’s a quick recap of how the News Feed algorithm works:

1. Make Good Videos, Because Not All Videos Are Made Good

We know that video is king on Facebook, but how does Facebook determine which video is the king of kings? The answer lies in their latest News Feed algorithm update, which gives preference to videos based on 2 factors:
– People who are proactively searching for the video
– Delivering more videos from the same publisher if user has been frequently watching from the same publisher

Main takeaway for marketers: Make videos that your audience will want to watch and look at creating evergreen, or episodic videos which encourage repeat views.

2. Demoting Bait Posts

This shouldn’t come as a surprise to marketers, as Facebook has been on the hunt for ‘spammy content for the longest time. Expect lower reach on your tactical “Like this if” or “Comment “yes” if” engagement posts.

Avoid examples such as these:

Instead, try asking simple questions, here’s a creative example by SGAG

Main takeaway for marketers: Work on content that adds value to people’s life

3. Links to Low-Quality Websites Will Be Devalued

If you think Facebook is only concerned with the posts circulating on its platform, think again. The fight against fake news has seen Facebook restrict link preview edits, and now Facebook is dealing another blow to publishers by limiting the reach for links with poor web experiences.

Some pointers on what constitutes as poor web experiences:
– Having disruptive, malicious or shocking ads on your website
– Slow page loading speed
– Substantive content on landing pages

Main takeaway for marketers: Ensure that you only share high-quality content, especially if you are directing users outside of Facebook.

Summary

While Facebook may update its News Feed algorithm from time to time, the principle behind the change remains the same: Facebook wants publishers to create good content that matters to the audience. Now that we are at the beginning of 2018, you still have time to take a step back and evaluate your strategy or to take cues from these content marketing powerhouses.

One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.  – Mark Zuckerberg