The announcement made on January 17, 2018 by Mark Zuckerberg made it clear that Facebook, world’s largest social media network, will be changing its algorithm.
According to the 2018 News Feed algorithm, it will prioritize ‘meaningful interactions’ from friends, family and groups. The algorithm will certainly be trickier than ever. Besides, the organic content will receive the right screen time it deserves.
Zuckerberg wrote – “As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”
“The public content you see more will be held to the same standard—it should encourage meaningful interactions between people,” he added.
Making its algorithm work for the people, Zuckerberg is aiming at provided a personalized Facebook experience to its users. He cited it as, “a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being.”
The new algorithm of Facebook is classifying certain actions as more “meaningful” than others. It prioritizes interactions that are active. These may include – commenting and sharing. Whereas, passive interactions, such as likes and click-throughs come later in the race.
Social media analytics defines that the actions which will receive more efforts from the user will be categorized as more meaningful. In an effort to personalize the user experience, Facebook is ensuring to inspire people to engage in conversations with each other.
In order to create quality content, brands should focus on sparking meaningful conversations between users.
Zuckerberg wrote, “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
Not just the comments, the algorithm also favours replies to the comments. These will also signal that a post is inspiring for other users to start a conversation between them.
Zuckerberg considers ‘conversations’ as the most important outcome of the latest algorithm update.
Content that will fail in receiving a variety of reactions from users are likely to receive a minor boost in the News Feed. The new algorithm is demanding more “active” emotions from the users, through different Facebook reactions – Love, Haha, Wow, Sad, and Angry.
Sharing is considered most “active” interaction on Facebook, as compared to all others. But with the new algorithm, it has gone one step further.
Getting shares on a post is not enough in 2018. Facebook will now prioritize posts that will not just be shared, but will also get engagement on the shared content.
Sharing a piece of content on Facebook is great. However, the new algorithm finds it even better if the user is sharing the content with a friend, or a group of friends, over Facebook Messenger.
According to the aim of new algorithm of Facebook, this is most relevant form of ‘meaningful interactions’.
All that the latest algorithm expects from you is to create meaningful content, which adds value to the end-user’s experience.