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People Over Publishers: What Facebook’s Latest Algorithm Change Means To You

People Over Publishers: What Facebook’s Latest Algorithm Change Means To You

Just before the holiday weekend, Facebook made an announcement that can have a major impact on the reach business page content enjoys. They’re tweaking the algorithm that controls how posts are displayed in users’ News Feeds: content from a user’s friends and personal connections will be prioritized over content from brands and publishers.

As Reach Goes Down, The Value of Shares Goes Up

Facebook says this change will cause a decline in the reach and referral traffic currently enjoyed by Business Pages. The only counter to this is user shares – page posts that are shared by individual users may experience less of a traffic decline than those who rely on direct page views.
With that in mind, it’s important to know what type of content your followers are most likely to share. Emotionally uplifting content, particularly humorous material, generally gets shared more than drier material. Infographics and video perform well; both are a great format for how-to content. Of course, coupon codes and promotional offers are also shared widely – particularly if you use content & design to encourage sharing the offer with a friend.

Facebook Live is Being Aggressively Boosted

Recent research from Poynter reveals that Facebook is aggressively boosting Live videos while they are live. This may be a short-term phenomenon intended to increase the visibility and appeal of Facebook Live to the masses. Poynter’s experience is mind blowing. Their best performing post of all time had reached 36 people – but when they tried Facebook Live, they were seen by 6,000 people. If you haven’t used Facebook Live in your promotional plans, you may want to take the time to explore this new tool and see what it can do for you.

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Facebook’s change to the News Feed algorithm will not impact the reach of promoted posts and displayed advertising. Business owners will continue to be able to control how many people see their posts based on their budget choices. Facebook is continuing to expand the number and type of ads it’s offering, and also controls advertising on Instagram. Advertising is the cornerstone of Facebook’s monetization plan, so don’t expect to see that changing anytime soon!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office