In January, Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm to prioritise ‘meaningful interactions’ from friends, family and groups. As a result, we can expect to see less content from brands and businesses and more content that encourages meaningful interactions between people.
So, what is considered as meaningful interactions? Here’s a breakdown of what Facebook qualifies as ‘meaningful’…
In his latest Facebook report, Zuckerberg wrote, “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
As a brand, this means you should create quality content that focuses on initiating conversation between users. Consider asking questions and writing about relevant topics. As a result, users are more likely to see your content if their friends and family are commenting on it.
Facebook values reactions. If a user clicks on the ‘love’ icon vs. the ‘like’ icon, your content will receive a minor boost in the news feed. The same goes for all of the other reactions: ‘Haha’, ‘Wow’, ‘Sad’ and ‘Angry’.