Nearly a year ago, Facebook changed its formula for how information was displayed in users’ news feed. The new formula was supposed to pull more pertinent information based on an individual user and the pages and people they follow. It was designed to pull status updates that Facebook felt was the “right content at the right time.”
For many organizations, the change in this formula was frustrating. Instead of seeing the news feed in chronological order, posts were shown in the news feed based on content and engagement. Much of the audience for a particular Facebook page wasn’t seeing the information that was being posted. If you are a Facebook page owner that looks at insights like I do, you might have seen a shift in the numbers of people seeing your posts. Less reach and less engagement.
In a statement last week, Facebook said they are again tweaking the formula to show more timely stories. The new formula will factor in topics that are trending. It will also factor in when people are liking, commenting and sharing on a post. The article explains:
“If people are engaging with the post right after it is posted, and not as much a few hours later, this suggests that the post was most interesting at the time it was posted, but potentially less interesting at a later date. Based on this signal it is more likely to appear higher in News Feed earlier on and lower at a later date.”
As a part of this change, Facebook will also look at this formula to see what information needs to be bumped. Bumping occurs when Facebook determines a user hasn’t seen a post yet that is getting a lot of engagement. Facebook then bumps that post back to the top of a user’s news feed to ensure they are more likely to see it.
What does this mean for Facebook Pages?
Facebook doesn’t anticipate major changes in what users see. They are still encouraging Facebook page owners to create “great content that is relevant and resonates with their audience.” Also, be sure you are posting your great content at peak times. Read the post on this blog Life is About Timing by Ken Koch, APR for more information. I am hopeful that this new change will enhance what posts our audience see. Stay tuned to see how it goes.