Well, this might not come as a shocker, but Facebook is changing their algorithm again! This time Facebook is setting their sights on the internet peruser’s biggest nemesis: clickbait.
Facebook announced that they will begin showing more relevant content to you based on the time you spend viewing a post. This change will apply to any third party link that is displayed in the Facebook mobile app or as an Instant Article:
“The result of adding time spent as a ranking factor seems simple. The more time Facebook thinks people spend on a link, the more likely it is to show you that link. Quality content: 1. Clickbait: 0.”
Tim Peterson, Marketingland
Certainly if users are being served more content that they care about, this will improve their experience and encourage them to stay within the Facebook app longer. But…
How Will This Change Impact Brands?
So, how will your brand’s page be affected? According to VentureBeat, “Facebook doesn’t think Pages will see “any significant changes,” but cautions that some users may see a “small increase in referral traffic,” while others could see “minor decreases.”
Small increase? Minor decrease? Sounds minor, right? Not when you take a look at what Facebook’s referral traffic has done for major publishers over the past couple years.
What Can Facebook Marketers Do to Take Advantage of the New Algorithm?
On Facebook, brands need to re-evaluate the type of content they are pushing to the masses. In order to suceed within Facebook’s new feed, brands need to promote content that holds readers’ attention.
Now, this does not mean that you should extend the length of your blog posts or fill it with GIFs to encourage a longer viewing experience.
Brands do, however, need to focus on creating timely and relevant content that is not misrepresented with clickbait-y titles or misleading descriptions. Make sure that you are giving your fans enough context to understand what they’re clicking through to, which will increase their time on your site and your content’s likelihood to be served again.
What do you think of Facebook’s new algorithm update? Let us know in the comments or on Twitter.