Navigating the Facebook Algorithm

Social media does not have to be complicated. In fact, once you learn how Facebook has designed their algorithm to filter and show content you will become a master at navigating social media. Since its recent data controversy, Facebook has been working hard to adjust their policies and their algorithms to best cater to their users. Because of this, there is a new structure that has been set in place.

Content Ranking

  • Inventory
  • Facebook now takes into account all the available content that can be displayed to a users news feed, including posts from friends and publishers.

  • Signals
  • Once it looks at all the available content it begins to filter through which posts are most relevant to that user. This is based on the type of content, who posted it, when it was posted, and its message. You Facebook to find your content to be meaningful if you want your audience to see it.

  • Predictions
  • Next, Facebook will consider how likely the user will interact with the piece. This is where a call to action might be helpful.

  • Score
  • Finally, a score determined by Facebook will be given to the post on where it will fall in someone’s news feed. It is based on the factors above and the likelihood that the users will respond positively.

Meaningful Interactions

What we have the most control over are the signals in which Facebook uses to determine rank on a user’s newsfeed. This is done through Passive signals, signals that include view time, story type time posted among other metrics, and Active signals, signals that drive meaningful interactions such as comments, replies, likes, and shares. To produce meaningful content consider these tips:

  • Start A Conversation
  • Create content the sparks a positive conversation among users and their followers. You want them to stop and focus on what you have to say and why it’s important enough to be shared.

  • Pay Attention To Your Audience
  • What does your audience like, when are they most active on Facebook? What are the conversations are they having? Follow trends in your audience can help you build content that is related to your brand and relevant to your audience’s interests.

  • Invest in Content That Performs Well Organically
  • This process is a lot of trial and error but finding the posts that do well organically can help you decide where to shift your budget when producing good and meaningful content.

  • Avoid Clickbait
  • You don’t want to annoy your users into interacting with you. Remember this is a conversation. If someone on the street came up and demanded that you give them a high five you might feel reluctant. Encourage engagement but don’t be forceful or sneaky about it.

  • Track Your Contents Data
  • Facebook has tools that tracks and stores and your contents performance. You can see when people are viewing your content, how they engaged with your post and the demographics of who is actually looking and interacting with your content. All this information can tell you what posts are utilizing meaningful content and which ones need to go back to the drawing board.

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