The Facebook algorithm decides which posts people see every time they check their Facebook feed, and in what order those posts show up. In other words, instead of presenting every available Facebook post in chronological order, the Facebook algorithm evaluates every post, scores it, and then arranges it in descending order of interest for each individual user.
This process happens every time a user—and there are 2. What does this mean for brands? When it comes to earning more organic reach, the Facebook algorithm will reward you for posting content that people engage with. To make its predictions, the algorithm uses thousands of data points, a.
Over the years, ranking signals have been added, removed, and had their importance adjusted, depending on what Facebook thinks users want to see. Fast forward a few years to , when Facebook became concerned enough about user experience to start downranking Pages that posted a high volume of overly promotional content. This was the year that Facebook started prioritizing emotional reactions, by weighing reactions i. Another ranking signal was also added for video: completion rate.
In other words, videos that keep people watching to the end are shown to more people. Brands had valid concerns about this shift. Posts from friends, family and Facebook groups were given new weight, over and above organic content from organizations and businesses. To get traction, brands would now need to earn a lot more high-value engagement eg.
Meanwhile, Facebook was receiving a lot of criticism on two fronts. According to critics, the algorithm change increased outrage and divisiveness, political polarization, and promoted misinformation and borderline content.
And secondly, critics did not like the techniques or quantity of personal data that Facebook was collecting in order to feed said algorithm. Facebook announced that it was helping users understand the algorithm, and take control of their own data to give the algorithm better feedback. Meanwhile, on the fake news front, in Facebook announced that its algorithm will now evaluate the credibility and quality of news articles in order to promote substantiated news rather than misinformation. In January , Facebook released new details about its algorithm.
So, what does this tell us about which factors get a post to the top of the feed? Facebook says that it uses thousands of ranking signals. Still, over the years Facebook has consistently mentioned the same four ranking signals as the most important when it comes to how high up in the news feed a post appears.
Which is where the privacy vs. Finally, in , Facebook continues to make an effort to be transparent with users about their information.
Creating content for Facebook Stories is different from creating content for the News Feed. But Stories have the strategic advantage of appearing at the top of the screen. For marketers struggling with the Facebook algorithm , this can be an easy way to make sure your content is seen. For marketers, this serves as a good reminder to examine the types of reactions your posts inspire.
Love is great. Anger may mean you should alter your approach. Source: Pew Research Centre. There are 10 billion messages sent between people and businesses on Messenger every month. Businesses and brands can create Facebook Groups of their own to interact with existing fans, or explore ways to connect with potential customers through existing public groups. As people found themselves sticking much closer to home, they used Facebook Groups to connect to their local communities.
More than 3. The average user also makes five comments and shares one post every month. Posting compelling content that encourages engagement will help ensure you get your share of those likes, comments, and shares. Keep in mind that you can reach your audience across multiple platforms with remarketing. Installing the Facebook Pixel is a great place to start. But Facebook is the one most people use most often. That makes it the top traditional social network for B2B research, with only YouTube coming in higher at Source: eMarketer.
As the SupportLocal trend took hold this year, people shifted their focus to local companies and products. Local businesses can use Facebook to create lasting connections with repeat customers within their own communities. Social listening can help you discover if your own content or products are being misused or misrepresented on Facebook. If you discover a problem, reach out to Facebook for help having the content removed.
But remember: The vast majority of Facebook users live outside the U. It may not seem like a huge number, but remember that not all ads require a click to be effective. Most importantly, this Facebook stat shows that users continue to pay attention to and engage with Facebook ads, rather than tuning them out. Of those posts, Want to make the most of your 1. Check out our blog post on the best times to post on Facebook. Use this to benchmark your own engagement rate. So while I have your attention and you're thinking about it, take a few minutes to secure your Facebook account.
I recommend going through the steps outlined below on a computer -- not your phone. It makes it easier to read all the pertinent information while you make adjustments. Keep reading to learn how to set a strong password, limit how others can search for you and prevent Facebook from keeping your location history.
The first things you should do to secure your Facebook account is to create a strong password and enable two-factor authentication. This might seem obvious, but the importance can't be overstated. You'll also want to make sure you're not using the same password for crucial accounts like your banking app. Use a password manager to help create and, most importantly, remember your unique passwords these are our top picks for best password manager. Go to the Security page and change your password.
Once you have a new password, turn on two-factor authentication. With 2FA enabled, you'll need to enter your secure password and a randomly generated code whenever you sign in to your account.
You really should be using 2FA on every account and service that supports it. Most password managers have the ability to store your two-factor authentication codes, as well.
However, you can always use Google Authenticator to store and provide access to your codes if needed. Facebook has a dedicated Privacy section for your account. In this section, you can do things like set the default privacy setting for future posts, control who can send you friend requests and decide what information people can use to search for your account.
Go through each and every option on the privacy settings and tools page and adjust each one to your liking.
I suggest setting your future posts to "Friends" and limiting the phone number and email address search options to "Friends" or "Only Me" to ensure that anyone with just a piece of your personal info can't find your account. There's no telling what kind of personal information you shared several years ago on Facebook. Limit past posts to prevent that information from being public.
The way we use social networks has changed quite a bit, especially as we become more aware of just how Facebook, and those on Facebook, can use our personal information. Thankfully, you can limit your past posts from being visible to anyone who might stumble across your profile. Go to the Privacy section and find Limit the audience for posts you've shared with friends of friends or Public?
Next, click the button labeled Limit Last Posts.
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