As many of you may know, Facebook recently updated the algorithm it uses to determine what gets shown on people’s news feeds. This may not be news to the seasoned marketer, but I wanted to briefly go over the impact of these changes and how to stay ahead of them for those less experienced with social media marketing. These tips will help maximize your initial organic reach, but if the content you are sharing is not engaging then it won’t matter what you do.
The First Change:
“We will take into account time away from Facebook after clicking a link, or whether they come straight back to Facebook.”
We have all fallen victim to being “Click Baited” by amazingly catchy titles only to find an irrelevant article. Facebook is now looking at how much time you spend on the article you clicked on. The basic premise here is that the longer you are away from Facebook, the more engaging the content is because you are busy interacting with it. Since the behaviors of our readers are largely out of our control, the only real thing we can do here is to make sure we are producing quality, engaging materials that will resonate with our followers.
The Second Change:
“We will prioritize showing links in the link-format, and show fewer links shared in captions or status updates.”
This is a big change to how we post our content on Facebook. As you all know, Image-type posts have always been weighted more highly than all other forms of posts prior to this change. Facebook has decided to give posts without embedded links the top priority when determining what shows up in someone’s news feed. What is link format exactly? Link format is that preview of the link you pasted onto your Facebook; you know, that pretty blurb below your post? If you are still unclear, go to Facebook and start a new post on your page. Once there, paste in a link to your website and you should see a preview generate after a few seconds. That is link format.
Facebook took it a step further, however. It’s not just link format that is king now, it’s non-embedded link format! I know some of you are probably starting to break out into a cold sweat, but don’t worry! This is as simple as hitting your delete key. In order to turn your Facebook post into non-embedded link format all you need to do is delete the link once the link preview has generated. Just in case some people need to see what I am talking about visually, here you are:
Facebook is always evolving, and it can be daunting to keep up especially if you are a small business owner. Hopefully you will find some value in these tips, and can put them to good use. Feel free to comment on any other tips you have found to be effective since the latest changes. As always, you can Tweet me @Tom_Castronova with any questions!