January 19, 2018
How Will the Latest Facebook Algorithm Change Effect Marketers?
It seems that Facebook is finally aware their social media content algorithms aren’t working. Facebook is no longer a platform for friends and family stay connected and share thoughts and photos from their lives. Rather it’s become a place where users mindlessly scroll, wasting vast amounts of time watching short videos clips and/or entangling themselves in a web of sensationalized click-bait content. However, last week Mark Zuckerberg released a statement that the social media giant is ready to change their ways. In a statement outlining the Facebook algorithm change, Zuckerberg said the social mean giant intends to “help users find relevant content” in order to “have more meaningful social interactions.” For example, the changes will reward posts that receive comments over posts that get likes. In addition, Zuckerberg has made a pledge to rid the platform of fake news and devise content.
The Effects of the Facebook Algorithm Change
The major change Facebook users will notice is the lack “passive content” such as videos or articles in their timeline. Research suggests passive content can be harmful and evoke negative reactions, so efforts are being made to remove it in order to promote a positive user experience. While all of this talk of “meaningful interactions” and “relevant content” sounds good, and will hopefully improve the Facebook user experience, it’s easy to see the company’s motive. Facebook needs to remove the “yuck factor” users experience after scrolling through their timeline.
Following a year where their timeline algorithms were accused of promoting fake news and misinformation, which may have influenced the 2016 Presidential Election and created political discourse around the world, Facebook is looking to improve their image. Zuckerberg’s betting that seeing pictures of your cousin Suzie’s new golden retriever will leave you with a better feeling than another article about Trump and Putin doin’ the nasty.
What Does This Mean For Marketers?
As marketers, let’s hope Zuck’s right. Facebook currently feels like a tabloid magazine. Users take a peek at their timeline and end up feeling kind of dirty and guilty about it afterward. If Facebook wants to change the way users feel after visiting their platform, changing the content is a great start. Although these changes have some marketers upset, if you’re not marketing a sensationalized news site, there’s no need to worry. Afterall, the more positive a user feels when using Facebook, the more effective your marketing efforts there will be. These changes are a good thing! So don’t worry that your video and blog content won’t get as many views. Keep making and distributing high-quality, relevant content that helps your client base solve their problems. It will get views.