It has been reported, Facebook is changing the News Feed algorithm—again. They are trying to read users’ minds, attempting to make posts users may not have interest in less visible. How will this affect your business?
Facebook surveyed thousands of users to learn more about their feed. Users were asked to rank sample posts, and reply to the question: “How much did you want to see this story in your News Feed?” No surprise, Facebook discovered users wanted to see stories at the top of their News Feeds that they are more likely to engage with.
Facebook’s News Feed will now be updated based on two criteria. First, the algorithm will try to determine the probability a user wants to see a post at the top of their News Feed. Facebook will then attempt to calculate the likelihood a user will like, comment, click or share that particular story. Posts will be ranked higher in the News Feed if the algorithm determines a high probability a user may take action.
Cheng Zhang and Si Chen wrote on a Facebook newsroom update, “The actions people take on Facebook—liking, clicking, commenting or sharing a post—are historically some of the main factors considered to determine what to show at the top of your News Feed. But these factors don’t always tell us the whole story of what is most meaningful to you.”
Through surveying, Facebook states users have a better experience when they do not feel compelled to interact with a post. Therefore, the design of the algorithm is to discourage asking for likes, comments, or shares. However, as all good social media marketers know, asking for interaction is the best way to receive engagement.
Zhang and Chen stated some Pages may see drops in referrals, but who are they kidding? All will! It is obvious the algorithm changes are designed to limit the organic reach of posts from business Pages, and push companies toward more paid advertising. This is how the News Feed changes will affect your business—less free promotion and higher costs. Was there ever any doubt?