Need to Know Info: Facebook Posts and Rising to the Algorithmic Top of News-Feeds.

Are you a Content Spammer? Frequent Poster? Brand? Social Influencer? Facebook User?
Everyone on Facebook is going to be effected by the Facebook Algorithm changes, with a focus on audience control and “interesting posts” the new changes are set to shake up all Facebook posts and News-Feeds.

4 Points of Focus.

1. Friends and Family Come First
Friends comments, likes and posts will appear top of feed, similarly their “shared” posts will also be driven to the top of audiences News Feeds.

2. Audience Need to Feel Informed.
Content will be required to have a stronger sentiment and should be focused on evoking emotions rather than funneling audiences to “buy” or view your website links.

3. Be Entertaining
Audiences are on Facebook to be entertained as much as they are there to connect with friends, similarly to informing audiences your content must entertain their interests otherwise they won’t want to connect or share with what you publish.

4. Audiences Control The Feed 
“Unfollow”, “Hide” and “See first” are both exciting and scary factors which will change the way in which content is displayed and shown on audiences News Feeds.

Why the focus on audience choice is Exciting and Scary all at once.

Exciting
– Audiences who want to connect with your brand will now be able to label your content as “see first” and also do this with their friends making viral content or connective posts much more valuable in order to gain both followers and build audience members.

Scary
– One mistake can lead audience members to “hide” or “unfollow” all of your posts. Did we mention ALL OF YOUR POSTS? Offending can lead to the death of audience members, poorly timed or misunderstood posts/jokes are now also garnering the ability to strike down audience numbers.

– Bad content is more likely to go viral and audience shares have a larger impact then ever before.


TLDR; Facebook Users and Brands need to focus on “Share-ability”, due to algorithmic changes posts that will be the highest ranked and will spend the most time on the News Feed will be ones that audiences “want”, this means targeting similar “likes” “shares” and “comments” will be integral to the virality content. This also means that tragedies, large events and impactful news stories will yield the largest benefit in terms of News-Feed cut through for Facebook strategy.

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Posters Beware, Facebook Audience Can be Unkind

Online audience are notorious for being unpredictable, however there are some guidelines that will ensure your wider Facebook audience stays happy with your page.

Avoid Politics

Unless you operate a news page or produce social commentary it’s probably a good idea to avoid getting too political because it isolates all of your audience who doesn’t feel the same way politically.
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Avoid Old News

Content is key and old news is old news, it’s 2016 and the turnover rates for content is becoming increasingly fast, this years Water Bottle Flip will be next weeks Ice Bucket Challenge. Stay up to date and produce content that your audiences are consuming NOW rather than looking back on thinking how it was actually a thing.
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Low Quality Images and Video

There is no excuse for blurry images and pixelated videos in 2016. High quality content needs to be matched with crisp high quality supporting images and videos and this is increasingly important when the image or video is the content.

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Forgetting About Your Audience

So you have Good Content, Crisp Images and you’ve avoided Politics, but have you forgotten about your audience? Your Content and Images need to relate to what your audience wants, you can produce incredible scientific articles but if you’re posting them from a Woman’s Weekly Facebook page you might have missed an opportunity and lost some valuable audience members.

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Ignoring Negative Comments

Your audiences sentiment is key to knowing how they feel about your content and about your Facebook page, Facebook isn’t a one way communication method it requires active communication and if your audience is reacting negatively to your page a direct message or reply is essential in resolving any issues without audience members retaining a sour feeling towards the page.

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Understand Facebooks Trends to Unlock Your Own Potential

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Know your audience

With over 15,000,000 users as of May 2016 in Australia alone there is no doubt that audiences will be varied. Knowing your specific audience or who you want to target is the first key to the success of your Facebook page and leading audiences to want to connect with you.

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Live Video a Must

Users seek interaction and the feeling that they matter to brands, the easiest way to do that is through the comment section of Facebook and with the introduction of Live Videos audiences are able to further connect with who they follow. Letting audiences know when you’re going live is a must, along with a catchy headline and individual interactions with commenters whilst the broadcast is going.

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Relevant Content

There is no use creating and promoting content that isn’t relevant to your audience and they know what they want, otherwise they wouldn’t be following you. By following the comments, sentiments and the likes that audiences are putting out tailored content becomes so much easier. With the introduction of the “Trending” section on Facebook you literally get a cheat sheet to what’s relevant to the majority of Australian Facebook users and aligning content with these bursts of user interactions can increase both reach and increase audience loyalty.

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Memes, Short Non-Sound Videos and Millennials?

85% of Facebook videos produced by Millennial news site Mic are being played without sound. Facebook’s auto-play video system doesn’t require sound to play and social media consumers can’t be bothered to turn up when it comes to videos unless the content is so good they want to re-watch it. This has led to an increase in caption heavy videos without the need for sound so the visual content needs to be engaging to keep audiences interested. 15-30 seconds or less is the perfect amount of time for these specific types of videos to avoid repetition or boredom with the content.

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Encourage Engagement

Drive interaction by sparking debates among your audience, this can be done through a simple text, image or even video post. Asking audiences to share a post or share an opinion through the comment section audiences feel invited to join a conversation. As a Facebook page or brand facilitating conversation will be key and maintaining an active not passive engagement with your audience will make them feel like valued members of your brand and that their opinion matters to you.