By Becky Hogan
At TrendPo we’re keeping up with the latest social media trends just as much as we are with politicians.
One new development in the ever-changing social media landscape is Facebook’s recent update to its EdgeRank news feed algorithm.
The modification prioritizes posts in your news feed based on relevancy, timeliness, and engagement–and it’s having a direct impact on what posts users see in their desktop and mobile news feeds.
While Facebook has described the change as an effort to deliver better content to its approximately 1.26 billion users, many see the algorithm modification as a way to boost Facebook ad sales.
The social networking site has been mum on how the algorithm works, but based on our research it seems published news sources will have more news feed exposure than one-time, viral posts. And sources that a user interacts with frequently are more likely to appear in his or her news feed than posts that go “viral” just because they are popular.
For example, if you’re an avid reader of The New Yorker and often “like” or engage with the content the online mag serves up on Facebook, The New Yorker’s posts will be more likely to appear in your news feed.
In short, Facebook fancies itself a personal curator of the content it believes users will find the most interesting and newsworthy.
What does this mean for businesses that use Facebook Pages?
Facebook wants to keep users on Facebook “real estate” as long possible so changing their EdgeRank rewards content creators on the Facebook platform and punishes posts that send users out to other websites.
Organizations that are delivering interesting content to their audiences will be ahead of the game. Here are TrendPo’s tips for acing the new Facebook news feed algorithm:
- Quality over quantity – Now, more than ever, it’s important to understand your audience and what content resonates most with users. Analyzing which posts are popular with audiences is critical.
- News feed Ads – It will be important for organizations and companies to invest more in news feed ads in order to reach their audiences.
- More content creation – Companies that advertise or have use branded Pages are going to have to create more content than before to reach their audiences—and be smarter about the likes and interests of their followers when creating new content.
- Get the conversation started – Strategies like encouraging community conversations on Facebook and posting compelling images to keep their audiences engaged will help organizations stay relevant.
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TrendPo’s SocialEdge platform provides you with a list of highly qualified, scored leads for Facebook. TrendPo uses its Rank and Benchmark data to identify leads that perform better and cost less than traditional Facebook ads.
Facebook uses general demographics to target ads, but TrendPo’s customized lists have been filtered to identify the most engaged Facebook users that align with your organizations’ brand or interests. That means your social ads dollars aren’t wasted and your Facebook ads are more effective at generating leads.