The marketing ecosystem on Facebook is growing and changing like an organic creature. Back in April Facebook made a very important announcement. It was such a large announcement that it completely changed the playing field of how brand pages operate when posting content. The change that came forward is how the Facebook algorithm promotes or demotes your content from showing up in a person’s News Feed. This is all on the heels of industry reports citing that organic reach for Pages is naturally declining because there is a sharp increase of competition of Pages. There are three changes to the algorithm to recognize ‘Like-Baiting’, link spamming, and the post frequency of the same content. Facebook say that this is all in an effort to help clean up the News Feed of SPAM.
Facebook states, “The goal of News Feed is to deliver the right stories to the right people at the right time so they don’t miss anything important and relevant to them.” With the increase noise of Pages competing for viewers’ attention, the News Feed began to be overwhelmed with Pages trying to ‘game’ the algorithm to increase their organic exposure rate. The Facebook community voiced their concerns, which lead to earning the attention of Facebook to fix the issue. Now, Pages need to follow the new rules set out by Facebook to play nicely or expect to punishment for trying to ‘game the system.’
For years, this practice has been almost a common expected technique by every business trying to grab attention in the News Feed. Inside a post, a business would ask their viewers to share, like, or comment on a post with an incentive call-to-action reward given back to the audience. This technique worked great in helping to grow the organic distribution beyond what it would normally be able to achieve.
Now if you dare to ask for any of the three for your audience to do so, the posts reach will experience punishment and will not show up in other users News Feeds. On a positive note, the algorithm update will not punish posts that are trying to create discussions among their fans.
When Facebook surveyed people about the quality of stories that use ‘like-baiting’, it was found that the these stories on an average were 15% less relevant than other stories when compared to other stories of the same likes, comments, and shares.
2. Link Spamming
Another pet peeve for users is the discovery of a link in post that is inaccurate by sending the visitor to a spamming site full of advertisements instead of sending the viewer to view the actual content. This tactic is the old bait and switch trick that many of us are glad Facebook is addressing finally.
This tactic is pretty much one of the dumbest tricks, as it will guarantee that soon as the user discovers the spammy link is not being authentic as it claimed the user will immediately leave the site and head back to their News Feed to find relevant content to consume.
Facebook has been able to conclude that by reducing the spammy links that it has helped increase outbound link clicks to content developed sites by 5%. This helps to galvanize that content creators are more relevant and trustworthy then before.
3. Frequency of Same Content
Unlike Twitter, Facebook does not have a very short viewing history. Therefore, the same post does not need to repost multiple times a day. This tactic is another form of spam that clogs up the News Feed. Facebook has been tracking the frequency of how often reposts occur, they found that by demoting reposts it was able to reduce people having to hide stories by 10%.
If you for some reason need to repot the content in the same day, make sure to modify the description text and change the photo. That will guarantee that the Facebook algorithm will not demote your content for being spammy.
Try to create content that is so amazing that people feel like they should like, comment, and share it, which your brand will end up showing up in people’s News Feeds. Try to engage your audience genuinely in promoting your content; have them try to contribute to the conversation. Be like a hippy; grow your reach organically instead of fluffing it up with toxic waste! Some people may think this is more of a cash grab by Facebook to encourage paid reach for Pages to reestablish their old organic reach, but realistically it benefits the consumer of receiving the right content at the right time.
After 3 months of being active, do you find your Facebook News Feed a lot more streamlined and cleaned up than before?