A little over a week ago now, Buffer posted a blog post on called, “Decoding the Facebook Algorithm: A Fully Up-to-Date List of the Algorithm Factors and Changes,” which details the latest Facebook algorithm factors. They are:
- Friends and family come first: The main objective of the News Feed is to connect people with their friends and family. So posts from friends and family are prioritized. After those posts, Facebook found that people want their feed to inform and entertain them.
- A platform for all ideas: Facebook welcomes all ideas while making sure that everyone feels and is safe. They aim to deliver stories that each individual wants to see the most, based on their actions and feedback.
- Authentic communications: Facebook prioritizes genuine stories over misleading, sensational, and spammy ones.
- You control your experience: Individuals know themselves best. So Facebook creates features (such as unfollow and see first) to let people customize their Facebook experience.
- Constant iteration: Facebook strives to constantly collect feedback and improve the platform.
This list, as best as I can independently verify, is correct and contains all of the latest algorithm/philosophy changes that factor into what does and does not work when it comes to content on Facebook.
For those of us who manage Facebook pages and are jockeying for the attention of Facebook users, we must always be asking the question: “How do I adapt to what Facebook values?” Because, for instance, we may like reading blog posts more than watching video. Unfortunately, if we want to have a strong Facebook strategy, we have to incorporate video. It’s just the nature of the game.
So, with these latest updates and changes to what Facebook values, let’s ask the question:
How Do We Adapt?
Here are some ideas:
First, we have to come to terms with the fact that our organic reach is going to continue to decline.
What does this mean? It means that it is going to only become more and more necessary to purchase Facebook ads if you want any of your content to show up in people’s feeds. Facebook says they want their platform to be a place for us to connect with friends and family, which is a veiled way of saying Facebook profile content is going to take precedence over Facebook page content.
Also it is a nice way of saying, “If you want your page’s content to show up, you’re going to have to pay for it.”
Spending money on Facebook isn’t “fun” by any means, but it can be good strategy if you know how to do it well. (We can help with that.)
Second, we have to avoid deception of any kind.
If our faith is guiding us at all in our social media strategy, we shouldn’t be interested in deceiving people anyway. But, on top of that, Facebook is cracking down on clickbait and sensational content. So, while our conscience should deter us from being deceptive in the first place, Facebook has added a level of deterrent as well.
Sharing content that attempts to deceive in any way is being penalized. Stay away from anything like, “You’ll never believe ____________,” or “The Shocking Truth About _____________.”
I hope you’re already avoiding tricks like this, but you should know that Facebook will be hindering your efforts if you’re still playing those games.
Third, we have to always be learning.
Facebook is constantly testing and updating its platform unlike any other social media platform. It is a lot of work to keep up with everything they’re doing.
Look, you have a life. You have no reason to set up notifications on your phone when Facebook announces a change to their platform.
That’s my job. 🙂
I want to be your eyes and ears for all social media changes. Keeping up with the latest Facebook algorithm updates and other such social media variables is interesting to me, and you’re too busy trying to serve people and do your job to worry about this kind of stuff.
Keep up with the LifeWay Social blog to stay up to date on all of the latest changes. If you want more coaching and help implementing strategy in accordance with social media changes, sign up for Premium or Platinum coaching through LifeWay Social.
Chris Martin is the Co-Creator and Chief Content Officer at LifeWay Social as well as a Content Strategist at LifeWay. He and his wife Susie live outside Nashville, TN.