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Facebook feed changes to have major impact on publishers

Over the next few months, Facebook will be making updates to ranking where the news feed will prioritise content that sparks conversations, having an effect on posts from businesses, brands and media.

 

Here is an extract from the announcement made by the social network and how it will affect Pages and public content:

What is the update?

Today we use signals like how many people react to, comment on or share posts to determine how high they appear in News Feed.

With this update, we will also prioritise posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.

We will also prioritise posts from friends and family over public content, consistent with our News Feed values.

What does this mean for Pages and public content?

Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.

As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.

Can people still see posts from the Pages they follow at the top of News Feed?

Yes. People who want to see more posts from Pages they follow can choose See First in News Feed Preferences to make sure they always see posts from their favourite Pages.

What types of Page posts will show higher in News Feed?

Page posts that generate conversation between people will show higher in News Feed. For example, 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. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.

Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.

Does this mean you are eliminating Page content from News Feed?

No. This update is not the same as the recent tests where all Page content was moved to the Explore Tab. Page posts will still appear in News Feed, though there may be fewer of them.

Watch this space as FIPP is working to bring you reactions from media companies and more related content.

 

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