On January 11, 2018 Facebook announced a major change to its News Feed algorithm that will profoundly impact brands’ ability to reach people on Facebook through organic distribution. The change prioritizes interactions between friends and family over company-generated posts, meaning that content consumed directly from business pages on Facebook will shrink and content that is shared & talked about between friends will grow.
“Interaction” is the new “Engagement”
In particular, posts that generate “interactions” such as comments and shares will be weighted more heavily than post that generate just likes or reactions. In addition, posts with longer comments will be weighted more heavily than those with short ones.
We recently delved deeper into this during a Facebook Live session, where we separated fact from fiction, suggested concrete ways you can still achieve organic reach, and answered viewer questions about what the change means for their pages.
Check our Facebook LIVE video below:
The changes to the News Feed are happening quickly, so we recommend brands and agencies adjust their Facebook strategies as soon as possible to minimize the impact to their reach. Our free guide contains recommendations that brands can pursue to not only survive, but potentially thrive, on Facebook going forward.