Facebook brings people closer together and builds relationships by connecting people to meaningful posts from their friends and family in News Feed. In January 2018 Facebook made important updates to the News Feed to ensure that people have more opportunities to interact with the people they care about.
What is the update?
Facebook prioritizes posts that spark conversations and inspire meaningful interactions, such as shares, comments, messages, reactions, or likes on content. Both people and pages can create content on Facebook that drives meaningful social interactions. But, posts from friends will be weighted most heavily.
Some examples of meaningful interactions that can be generated by pages include:
- Multiple people replying to each other’s comments on a video they watched or an article they read in News Feed.
- A page responding to a person’s comment on their post.
- People commenting on or interacting with a page’s live video.
- People respond to page posts shared through messenger.
- Any interactions that people have with a page post that has been shared by a user.
As with any News Feed ranking change, this is one of many signals that impact what people see in their News Feed and how content is distributed.
- Q: Should I expect my Page post reach to drop?
- A: It is likely that most Pages will see a decline in reach and interactions. Impact will vary by Page and may continue to adjust over time as we work to better understand the types of content that promote meaningful interactions for people on Facebook, so that we can show more of this in News Feed. We are not able to share specific numbers at this time.
- Q: If my posts have been getting strong engagement, can I expect this to decline? Will posts that receive strong engagement be affected the same way as posts that have seen limited engagement?
- A: Page posts that lead to more meaningful interactions will see less drops in their reach, although they may still be impacted by this update.
- Q: Will the reach of public figure pages decline?
- A: It is likely that most Pages will see a decline in reach and interactions. Impact will vary by Page and may continue to adjust over time as we work to better understand the types of content that promote meaningful interactions for people on Facebook, so that we can show more of this in News Feed.
- Q: What effect will this have on branded content?
- A: Branded content posts that drive meaningful interactions between people will see the same effects from this ranking change as other content that inspires these interactions.
- Q: Does the number of likes a page have an effect on MSI ranking?
- A: No. The algorithm will continue to weigh relative page likes as it has and the MSI ranking is a separate factor.
- Q: Do you intend to move content from Pages out of News Feed / are you announcing that you are moving business content out of News Feed?
- A: No, while we are prioritizing interactions between people and their friends and family, we do not have plans to move business content out of News Feed.
- Q: Can you determine a meaningful social interaction in languages other than English?
- A: Yes, meaningful social interactions can be predicted in non-English languages.
- Q: What KPIs should we use to measure if we are succeeding on Facebook with respect to Meaningful Social Interactions?
- A: Partners can look at existing metrics like post reach, comments, and shares to determine if they are succeeding on Facebook. While we will not have a single metric at launch that measures success with respect to Meaningful Social Interactions, we know that you want additional granularity and we will explore more ways to deliver metrics to you that provide transparency into your performance. To succeed within News Feed, publishers should create content that resonates with their audiences or drives planned viewing of their content.
- Q: Does this change affect certain categories of partners more than others – e.g. will digital natives do better / worse than traditional players?
- A: News Feed will value content from partners that create content that encourage people to interact with each other. This type of content is not limited to a certain partner set. We have seen examples of meaningful interactions across content and partners types – articles from news publishers that spark meaningful conversations between people on important issues, video series that can create tight-knit communities, and Live videos that can generate more interactions and comments between people than other video.
- Q: Will this change impact the performance of my ads or the ways they are ranked?
- A: No, ads should see little or no impact from this change, as our ads auction already optimizes for user value. Our systems will continue to take into account relevancy and feedback to deliver ads to the right people based on your business objectives.
- Q: As a result of this change, should advertisers start optimizing for PPE (Page post engagement) over real business outcomes?
- A: No. Advertisers should continue to focus on real business outcomes. Our systems will continue to take into account relevancy and feedback to deliver ads to the right people. Engagement is only a very small part of how we rank ads and we encourage advertisers to not shift their strategy based on this News Feed ranking change.
For more information, please refer to the following article by Facebook.