Here we are again – another day and another Facebook update. Late last week, Facebook announced two new updates that will make the stories on your newsfeed more timely.
Update #1: Trending topics
This update will show stories about trending topics higher up on the newsfeed. This means when people open Facebook, they will immediately see what friends and Pages have to say about the latest news. Facebook has done some testing with this already and found that the update, on average, leads to a more than 6% increase in people engaging with these stories.
What this means for brands: Successful brands have been using this strategy for a long time. Relevant, timely content has always been engaging content; Facebook is just helping brands employing a good content marketing strategy have a better chance of getting their content seen.
This update can be useful for brands when used wisely. Stick to your content strategy and continue to post meaningful content; in other words, avoid “trend jacking” and hashtaging trends all day long just to increase views. Views are only good for your brand if people enjoy the content you are posting.
Update #2: Likes and comments
Currently, stories that have more likes get shown higher up on the newsfeed all day. This update is going to change that by taking into consideration when people like, comment or share a story. For example, if a lot of people liked a story in the morning, but not the afternoon, that story will only be shown higher up on the newsfeed in the morning
What this means for brands: Facebook is rewarding brands that have engaging content in a more timely matter. This is also a great time for brands to pay more attention to the time of day your content is seeing its highest engagement. If you are seeing all-day engagement you’re more apt to have your posts higher in the newsfeed for the day. If you’re seeing spikes in the morning or the afternoon, you can take that into consideration when posting future pieces of content. Post for your audience at the times of day they are more apt to engage.
Brand pages should consider the affect these Facebook changes may have
These recent Facebook changes serve as important reminders for pages to keep tabs on what audiences are doing online and when. They also serve as a reminder that just because you post it on your company Facebook page does not mean that it will be seen.
In its official announcement, Facebook stated, “We will be rolling out these changes gradually and do not expect posts to see significant changes in distribution as a result of this update. . . Pages should keep producing great content that is relevant and resonates with their audience.”
Bottom line: If you’re producing the type of content your audience wants, keep it up. You’re doing a great job.
For more information on how your organization can utilize social media and content marketing strategies as part of your winning marketing plan, check out our customized workshops or Best Practices in Social Media ebook.