Content Marketing, Social Media,
Facebook Algorithm that Hampers Your Content Marketing
A few days back, Facebook updated its algorithm that assessed which “stories” show up on the News Feed.
The social media insiders analyzed the change and concluded that it would impact few businesses that are dependent on Facebook for their advertising and social media marketing But they might have deduced the wrong reason for the change in the algorithm. They also may have missed the true motive behind Facebook’s change.
On 2nd December, Facebook said they have changed the algorithm so that one would put more articles from bloggers, researchers and publishers in the News Feed do a categorized ranking of the articles. The way they devised the scale was to see the frequency of clicks by users.
Nicholas Carlson, in a post on Business Insider talks about Facebook’s latest algorithm changes in the way they display “stories” in the news feed.
He tells us that according to the industry insiders Facebook’s goal to provide users with “high quality articles” over “the latest meme” has in-turn directly impacted business pages and websites and the “reach” numbers.
A social media marketing company, Ignite, studied 689 posts on Facebook across 21 business/brand pages and concluded that, on an average there was a decline of 44% in the numbers reached, with upto 88% decline rate for some.
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Some might call it a strategy devised by Facebook to monetize businesses through paid ads, which can make one say claim to be outrageous, as they were used to “free” advertising for the past few years. It is a fact that this change will impact the businesses throughout regardless of the scale.
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When the algorithm was implemented, many users presumed that it would be a drop down for e-publishers like Buzzfeed and Upworthy whose content is based majorly on “memes” and those who publish other “viral” content. Mike Isaac from AllThingsD reported that “the Facebook executive in charge of News Feed, Chris Cox, has a personal distaste for those two sites.” People started speculating whether this is the end of sites like Buzzfeed and Upworthy.
But Buzzfeed and Upworthy aren’t those sorts who would give up easily because of low weather. They immediately changed the format in accordance to the new development. Now the case is a bit different for “social media marketers” – The industries who are co-dependent on Facebook pages for branding, advertising and marketing.
What was the purpose behind Facebook’s News Feed tweak?
To understand this, you have to keep in mind, the purpose of Facebook brand pages. Facebook brand pages are used as the free meet-up or interaction points for the customers to hitch-and-pitch sales without paying a dime.
But even if the interaction, advertisements and engaging new customers what free, thanks to Facebook branding, it still requires proper skill and management. They’re going to be people who will manage different sections simultaneously, like Coding, Hyper-linking, Graphic designing, Content writing, Management, Media Marketing, Supervision and others. They have to see to every minute detail for the whole bandwagon to work, one thing wired wrong, and the whole thing becomes void. They have also got to make sure that people are “liking” and “sharing their links to be noticed. Ignite is the best example for the harmonious and rhythmic work where all the aspects are taken care of, in a detailed manner Now let’s think about the reason as to, why did they suddenly decided to change what their viewers would like to see, on their behalf?
It wasn’t really about “Higher Quality Content” on the News Feed but “Higher Revenue generation from the Ads” in reality. People p-promoting their businesses through Organic Promotions was something that was indigestible as the businesses are getting things “free” with nothing to give back.
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Now let’s speculate what would be the after-effects of the update.
- Social media marketing firms are going to have to figure out new ways to cope up with the algorithm change, i.e. to change the structure of their content an to a certain extent, the content itself!
- As soon as they change the format, Facebook’s Wall Street analysts will soon have to look for another way to fetch revenues, as the advertisements would now disguise themselves are articles and informative pieces.
A similar thing had happened a while ago, where Google had to adjust its search algorithms so that companies couldn’t just game the system to get their pages to the top of search results pages.
Google had stated : “Quit paying ‘search engine optimizers’ to get to the top of Google. If you want sales from our users, do a simple ROI calculation, and buy as many Google ads as you can afford; you won’t regret it.”
When it came into functioning, tons of search engine optimizers, or “SEO,” experts who had spent their days studying Google, suddenly became social media marketing, or “SMM,” experts who spent their days studying Facebook.
Facebook according to the News Room update, by December News Feed algorithm, that they had started to monetize their spaces, had in turn worked as a penalty to the organic searches. Interesting or educational articles and pages, regardless of how interested fans are in that page’s content, according to a new analysis by Ignite Social Media. The statistics were evident as discussed earlier, with the exception of one page in the analysis which had improved reach, which came in at 5.6%.
With the detachments of the network links, the basic engaged users plunged as well, falling on average by 35%. Some pages saw engaged users fall as much as 76%. Only one page in the data set had an increase in the number of engaged users, coming in at 0.7%.
The analytics, aren’t shared as they can hamper the progress and the excluded pages that are in the center of implementing any substantial changes to the way their content could have been impacted their quality and game-plan.
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