#trending: Facebook Looks to Increase Meaningful Interaction

In upcoming Facebook algorithm changes, page posts that generate conversation between people will show higher in News Feed.

Why is Facebook implementing this change?

Because our news feeds are INUNDATED with “click-baity” (is that a word?) posts from businesses, brands and pages I “liked” years ago that have since changed ownership and content messaging.


Figure 1

Can you tell I feel strongly about this topic? I know that personally, I’ve been avoiding Facebook because my entire news feed is filled with partisan “fake news” (see figure 1) and quotes that are actually videos designed to look like pictures (see figure 2) because videos perform better under the current algorithm.


Figure 2 

As an end user, I’m looking forward to seeing what this change truly means for our news feeds. For businesses and brands, this means they will need to rework their content strategy for Facebook.

Here’s what we can expect:

Engagement metrics will change, and most likely, go down

With all algorithm changes come metrics changes. Knowing the best ways to to measure the impact of your content, such as knowing your audience, will ensure metrics like engagement don’t drastically drop.

Content shared will need to promote meaningful interactions between brands and users

Zuckerberg makes it clear that using “engagement-bait” (Figure 3) to goad people into commenting on posts is not a meaningful interaction, and Facebook will demote these posts in News Feed. This means brands will need to reevaluate the their content strategy-what the content is, the mode in which it is shared, and how users will be able to interact with it.


Figure 3: via Facebook

Live streaming will become a vital part of social media strategy

About a year ago, Facebook tweaked its algorithm to show live video broadcasts higher up in people’s news feeds. Mark Zuckerberg states that he has “seen people interact way more around live videos than regular ones,” and with this knowledge, it’s no secret live video will be integral to getting content disseminated to target audiences.

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