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The Facebook News Feed is changing

 

Facebook has announced changes to the News Feed that will affect pages. Read the official statement here.

 Facebook has also elaborated on those changes in an email to us: 

 

"Today Facebook is making an important announcement about News Feed. In this email, we’re providing you with further details on this change and answers to questions you may receive from customers.

Context
Facebook has always been about bringing people closer together, and was built on the idea of connecting people with their friends. In recent years, we have seen massive growth in both production and consumption of public content on Facebook – posts, videos, and articles from publishers, brands, public figures, and other content partners. Importantly, while people are discovering and consuming this public content, they are finding fewer opportunities to interact with one another around it. People are spending lots of time on Facebook, but they aren’t connecting with other people as frequently and as meaningfully as they want. That’s why, starting today, we’re beginning to make some important updates to News Feed to ensure that people see posts that lead to more meaningful social interactions with other people. These updates will roll out globally over the next couple of months.

What is the update?
Moving forward, we will prioritize posts in News Feed that spark conversations and inspire meaningful interactions between people on Facebook. These interactions can be shares, comments, messages, reactions, or likes on content. Interactions between people like comments, shares, and messages will be valued more than reactions and likes. Both people and pages can create content on Facebook that drives meaningful social interactions. But, posts from friends will be weighted most heavily.

Some examples of these meaningful interactions that can be generated by pages include:

  • Multiple people replying to each other’s comments on a video they watched or an article they read in News Feed
  • A page responding to a person’s comment on their post
  • People commenting on or interacting with a page’s live video
  • People respond to page posts shared through messenger
  • Any interactions that people have with a page post that has been reshared by a user

As with any News Feed ranking change, this is one of many signals that impact what people see in their News Feed and how content is distributed.

FAQs

Q: Should I expect my Page post reach to drop?
It is likely that most Pages will see a decline in reach and interactions. Impact will vary by Page and may continue to adjust over time as we work to better understand the types of content that promote meaningful interactions for people on Facebook, so that we can show more of this in News Feed. We are not able to share specific numbers at this time.

Q: If my posts have been getting strong engagement, can I expect this to decline? Will posts that receive strong engagement be affected the same way as posts that have seen limited engagement?
Page posts that lead to more meaningful interactions will see less drops in their reach, although they may still be impacted by this update.

Q: Will the reach of public figure pages decline?
It is likely that most Pages will see a decline in reach and interactions. Impact will vary by Page and may continue to adjust over time as we work to better understand the types of content that promote meaningful interactions for people on Facebook, so that we can show more of this in News Feed.

Q: What effect will this have on branded content?
A: Branded content posts that drive meaningful interactions between people will see the same effects from this ranking change as other content that inspires these interactions.

QDoes the number of likes a page has affect MSI ranking?
A: No. The algorithm will continue to weigh relative page likes as it has and the MSI ranking is a separate factor.

Q: Do you intend to move content from Pages out of News Feed / are you announcing that you are moving business content out of News Feed?
No, while we are prioritizing interactions between people and their friends and family, we do not have plans to move business content out of News Feed.

QDoes the number of likes a page has affect MSI ranking?
A: No. The algorithm will continue to weigh relative page likes as it has and the MSI ranking is a separate factor.

Q: Can you determine a meaningful social interaction in languages other than English?
A: Yes, meaningful social interactions can be predicted in non-English languages.

Q: What KPIs should we use to measure if we are succeeding on Facebook with respect to Meaningful Social Interactions?
A: Partners can look at existing metrics like post reach, comments, and shares to determine if they are succeeding on Facebook. While we will not have a single metric at launch that measures success with respect to Meaningful Social Interactions, we know that you want additional granularity and we will explore more ways to deliver metrics to you that provide transparency into your performance. To succeed within News Feed, publishers should create content that resonates with their audiences or drives planned viewing of their content.

Q: Does this change affect certain categories of partners more than others – e.g. will digital natives do better / worse than traditional players?
A: News Feed will value content from partners that create content that encourage people to interact with each other. This type of content is not limited to a certain partner set. We have seen examples of meaningful interactions across content and partners types – articles from news publishers that spark meaningful conversations between people on important issues, video series that can create tight-knit communities, and Live videos that can generate more interactions and comments between people than other video.

Q: Will this change impact the performance of my ads or the ways they are ranked? 
No, ads should see little or no impact from this change, as our ads auction already optimizes for user value. Our systems will continue to take into account relevancy and feedback to deliver ads to the right people based on your business objectives.

Q: As a result of this change, should advertisers start optimizing for PPE (Page post engagement) over real business outcomes?
No. Advertisers should continue to focus on real business outcomes. Our systems will continue to take into account relevancy and feedback to deliver ads to the right people. Engagement is only a very small part of how we rank ads and we encourage advertisers to not shift their strategy based on this News Feed ranking change." 

 

Reach out to support@komfo.com, or your account manager, if you have any questions. 

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