3 minute read
What is the Facebook Algorithm and How does it help your Business? By George Hawwa
Sometimes, the Facebook algorithm can feel like a mystery, but in reality, it is not that complicated. However, even if you were not affected by the recent algorithm changes yourself you have probably heard horror stories of brands watching their organic search take a nose-dive. As a result, brands began to get concerned about their presence on the platform. The reality is Facebook algorithm changes do not necessarily signal trouble for brands. Surviving the new Facebook algorithm means making some changes to your content strategy in order to bolster your organic reach.
SO HOW DOES THE FACEBOOK ALGORITHM WORK THESE DAYS?
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The Facebook algorithm controls the ordering and presentation of posts, so users see what is most relevant to them. This means that, rather than publishing content chronologically, posts and ads are presented based on what Facebook sees as relevant to you.
Facebook’s algorithms for ranking content on your News Feed is based on four factors: - The Inventory of all posts available to display. - Signals that tell Facebook what each post is. - Predictions on how you will react to each post. - A Final Score assigned to the content based on all factors.
Here are the four factors that determine if a story is relevant for a user’s News Feed. - Inventory. It represents the stock of all content that can display to a user on Facebook’s News Feed. - Signals. They represent the information that Facebook can gather about a piece of Content. They are the single factor that you have control over. - Predictions. They represent the behaviour of a user and how likely they are predicted to have a positive interaction with a content piece. - Score. It is the final number assigned to a piece of content based on the likelihood the user will respond positively to it.
*Note – The only part of the process an advertiser has control over are the signals of your Content.
WHEN WERE THE LAST MAJOR CHANGES WITH THE ALGORITHM?
content which left many businesses sweating. The 2018 update of Facebook algorithm was designed to centre content around individuals’ friends and family members, rather than prioritizing spam from businesses. This put legitimate companies and brands in a bind as they have had to adapt their Facebook marketing strategy accordingly .
FACEBOOK ALGORITHMS 2021 CHANGES AND MILESTONES
As of March 2021, Facebook now provides context to why users see certain organic posts and ads. This further signals the need for brands to hone in their audience targeting and encourage interactions from followers.
FIGHT AGAINST MISINFORMATION
Facebook’s fight against “fake news” and misleading content is well- documented. In April 2019, Facebook elaborated on its manual efforts to fact-check content to fight misinformation. This may not seem to impact brands directly but does highlight the importance of trust and transparency on the platform. Anything perceived to be needlessly controversial or spammy could quickly earn you a strike.
Nine Strategies for adapting to the Facebook algorithms - Time your Facebook posts to perfection. - Make video a cornerstone of your content strategy. - Drive discussions before dropping links. - Encourage employees and brand advocates to push your content. - Prioritize photos and tags over external links. - Make each post unique to Facebook. - Start conversation in Facebook Groups. - Narrow down your audience targeting. - Invest in paid promotions on Facebook
