Facebook’s Algorithm Update Pushes Close Friend Content to the Top of Newsfeed- The Buyer’s Journey 57

Facebook is updating their algorithm, again, this time to push content from your close friends and most engaged pages to the top of the feed. What does this mean for your marketing dollars? We discuss.

Facebook’s Algorithm Update

Facebook’s algorithm update is here, and there’s some changes you need to be aware of. The update will push posts from your closest friends to the top of your newsfeed. Mark Zuckerberg has said in the past that he wants less time spent on site, but more quality time on site. To this end, Facebook’s algorithm update will involve survey’s to help tailor your newsfeed.

Here’s an excerpt from Facebook’s blog explaining the survey’s important: “[W]e’ve begun surveying people on Facebook to ask them to list the friends they are closest to. We look at the patterns that emerge from the results, some of which include being tagged in the same photos, continuously reacting and commenting on the same posts and checking-in at the same places — and then use these patterns to inform our algorithm. This direct feedback helps us better predict which friends people may want to hear from most.”

Facebook did make it clear, however, that this won’t be like the January 2018 update which heavily favored content from user’s friends and family. Your newsfeed won’t be limited to posts just by certain people, nor will your liked pages not show up. Instead, “you will likely see posts from those you have close relationships with higher up in your News Feed”.

Pay-to-Play

While this change isn’t a monumental shift like the 2018 algorithm update, it does further cement the pay-to-play model. Organic impressions now have yet another barrier to go against: whether they make it to your favorite pages. On one hand, an organic post shouldn’t make it to your feed without it being relevant to you. On the other hand, creators and brands will have more difficult time getting their content in front of users.

Check out our next episode where we’ll discuss a news article covering the Purchase stage of The Buyer’s Journey.

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