Facebook is making BIG changes to how content is shown on the network. When Facebook’s two billion users scroll through their news feeds in the coming weeks, they can expect to see more content from their friends and family, and less from businesses, brands and media, the company announced Thursday.
The ultimate goal, CEO Mark Zuckerberg said in a post, is to make people feel more positive about the time they spend on social media. The content Facebook shows “should encourage meaningful interactions between people,” he said.
So here is what we know so far:
#1: Video will get less watch time. Inference: you’ll see less video in the News Feed.
#2: Links to external pages will get less visibility. Thus, they won’t be showing as many links to blog posts, news, and so on.
#3: ALL posts from people and pages will be impacted. In Facebook’s News, Media, & Publishing group, Adam said the following, “The update applies to all post types, from pages and people.”
So what are the important ranking factors?
Facebook will “prioritize posts that spark conversations and meaningful interactions between people,” said Adam.
In a recent Wired Magazine exclusive interview, Adam said, “we’re going to be (weighing) long comments more than short comments,” and that “comments are more valuable than likes.”
So, actual “meaty” dialog between people (not pages and people, see the language distinction) is critical for News Feed exposure.
Now to video. Adam said, “video is, primarily, a passive experience. You tend to just sit back and watch it. And while you’re watching it, you’re not usually liking, or commenting, or speaking with friends.”
I believe this means a lot fewer shorter videos, a lot fewer Tasty-style how-to videos, and a lot fewer video animations.
At this point it should be very clear that your strategy has got to change.
Some ideas for the NEW Facebook of 2018
Step 1: Scale back your frequency of posts. Less is more here.
Step 2: Figure out how to create content that will get people talking to EACH OTHER, not just you.
Step 3: Up your live video game plan.
Adam said, “live videos often lead to discussion among viewers on Facebook–in fact, live videos on average get six times as many interactions as regular videos.”
Step 4: Avoid engagement bait. These are posts that encourage people to comment. Adam said Facebook will “demote these posts in News Feed.”
Step 5: Master Facebook ads: This will be one of the only reliable ways you’ll be able to drive traffic off of Facebook.
Step 6: Learn Messenger Chatbots: Moving conversations into Messenger and using bots will be a huge trend that will allow you to nurture leads and sell.
More to come soon about what will work with Facebook in 2018.