With more than 1.5 billion users logging into the platform every day, it should be obvious that Facebook is still the most powerful avenue on social media. However, new policies and recent updates to algorithms have left a bad taste for some users and this is certainly true for marketers or those who manage business pages.
At the same time, while many businesses have moved their attention elsewhere to platforms like Pinterest and Twitter, Facebook continues to dominate the market. We should also keep in mind that this platform owns Instagram. What’s more, many businesses continue to achieve results on Facebook and make immense progress in spite of the changes.
But what has changed exactly and how can startups survive the more recent algorithm changes?
Myth vs Truth: What Really Matters for Facebook Algorithms in 2019?
Believe it or not, memes are a major reason why even the most experienced marketers have misinterpreted recent changes to the algorithms on Facebook. Changes have clearly taken place but not in such a way that makes the platform less powerful or relevant than in the past.
For example, certain memes went viral last year which illustrated how Facebook limits the number of people who can see your personal news feed to twenty-five. Facebook does limit the amount of material that we get to see but the truth is, this meme was fictitious and completely inaccurate.
In fact, Facebook has issued several statements on the matter and sought to assure users that they have no intention of limiting your news feed to a set of close friends only. On the contrary, Facebook is committed to providing an enjoyable experience and showing users the posts and content that matter to them the most.
Anyway, the point is, Facebook has made changes but in order to master the platform, startups must first be crystal clear in terms of what does and does not matter to these algorithms.
Facebook values personal relationships and meaningful interactions over everything else. A major data scandal has also forced the platform to re-evaluate certain policies, while consistency, value and authenticity are equally important when it comes to posting content on the platform.
Here is something slightly creepy that you may not know …
Facebook algorithms take note of individual conversations and links that users exchange on Messenger!
In the rest of this article, we take a look at how startups can survive these changes to Facebook algorithms in order to experience growth through the platform:
1. Staying Focused on Likes, Comments and Shares
Interactions can refer to leaving comments and liking updates or photos. However, your page is also rewarded if a person shares an update and their friends like, comment or share this content in return. At the same time, it’s important not to ask people to like, comment or share, for this goes against Facebook algorithms.
Facebook algorithm’s now take the length of a comment into account. As with the recent Medic Update on Google, this algorithm favors content which has a significant number of long form comments.
Meanwhile, Facebook is also very attentive when it comes to video and the longer people stay tuned to a piece of video content, the more authority the platform will associate with your page. Your page will rank higher and show up much quicker on the news feed of your followers. This of course is fueled by the need for Facebook to provide ads in those videos. Longer and engaging videos provide a better advertising avenue than their opposite.
2. Knowing the Importance of Replying to Comments
While most marketers know that comments are a sign of authority, the Facebook algorithm is also programmed to monitor the response to these comments. For this reason, the more meaningful comments on your updates, the higher Facebook algorithms will post your content on peoples’ news feed. In this sense, the posts should be purposeful in such a way that people engage in conversation.
Now, that’s not to say a large number of comments will guarantee you exposure. After all, “engagement bait” is frowned upon and only likely to reduce the amount of exposure for each piece of content. For instance, if you post a photograph with a caption like “comment if you like this photo”, this will do no good for the page.
3. Producing Native Content and Local Updates
Facebook still prefers native content which keeps users engaged on the platform as opposed to being redirected to YouTube, Twitter or website URLs. With this in mind, try to re-purpose content for Facebook posts rather than posting a link to your latest articles on LinkedIn or Medium.
Similarly, you should know that Facebook algorithms give more weight to local news and global or generic news is much less likely to find it’s way into the news feed. In terms of how to approach this theory, you can simply use Facebook ads to target different segments of your audience according to the relevance of the news.
4. Sharing Value and Remaining Consistent
Since the recent data-scandal, Facebook is increasingly focused on transparency and authenticity. While posting the odd promotional piece of content here or there is fine, its best to share content that has no alternative motive. In other words, content designed to offer value without expecting anything in return.
On the other hand, consistency is highly valued in Facebook algorithms and daily updates can bolster the authority of a page on any given topic. That is not to say you should post multiple times a day for the sake of it but rather to highlight the importance of remaining consistent with the message you want to portray.
5. Getting Started with Live Video
For many people, live video can seem quite daunting but statistics show that live-streaming receives six times as much interaction as any non-live video content. That being said, Facebook live also gains more regular traction from users and creates a sense of “Fomo” (Fear of missing out), while the raw nature of live video is something that can also build both brand personality and authenticity.
6. Creating Authentic Conversations and Meaningful Interactions
Facebook now prefers meaningful interactions and this is especially true for business pages. In other words, it’s best to avoid sounding too sales-like and focus on generating interest through conversation rather than promotional material. With this in mind, Facebook wants both individuals and pages to create content that inspires people to take action and engage in discussions in the comment section.
Moral of the story: Keep on with producing quality content that users will find relevant and meaningful.
As you can see, Facebook algorithms are heavily focused on meaningful conversation. Simply put, it’s not about the brand, it’s about creating an interesting place for your audience to interact with each other. It’s true, many startups have moved away from Facebook in recent times but this disillusion is unwarranted and the best marketers will know precisely how to navigate these algorithms to achieve some truly powerful results.
One fact remains that in the day to day running of your business, if you are not spending some money on Facebook Ads for your business then you are doing business wrong. The fact is that Facebook is now the second biggest advertising platform in the world after Google’s Ads.
The earlier you start utilizing Facebook’s algorithm and advertising capability for your business the better. You will learn fast how to optimize for the best results and spend less on your marketing budget, but first you have to make the decision to take Facebook as a serious component of your business.
Our PR agency can do all this for you. If you would like our help with reducing your Facebook advertising spend, check out our Facebook advertising services and chat with us on our homepage using the customer service chat box for further information. We have helped several companies and startups increase their conversion rates while reducing their marketing budget on Facebook Ads to attain very good sales figures. We can do the same for you.