In recent days, Facebook have made a few changes to its News Feed algorithm, after the organisation received feedback from frequent users about existing problems. These problems included posts made by friends or pages you’re connected to still being visible even when they’re days old, making them become less relevant with time. For example, two friends may post about a sports game that is interesting at the specific moment, though not as interesting two days later.
As a result, Facebook has now introduced a new ranking system, which aims to give greater priority to posts relating to ‘hot topics’ trending on the platform. Thus, these posts will now appear higher up in your connection’s News Feed, in order to be seen quicker (testing made it evident that posts on average got a 6% increase in engagement).
In addition, Facebook have now decided to evaluate the timing of when engagement takes place (after a post is made) and the levels of interactivity it receives. Subsequently, the rate at which a post gains likes or comments is taken into consideration, when determining a post’s News Feed ranking. Prior to the changes, posts were ranked based on their popularity and how many “likes” they had received. What this now means, is that if people engage straight after a post is made but not hours later, it will become apparent that the post is was interesting at a specific time, but not as much at a later date – This will result in a lower News Feed ranking.
Conclusively, timeliness has become a factor that requires even more attention when posting on Facebook. These changes will challenge marketers and encourage questions to be raised. With time being money, how will you know when the time is right to ensure a high return on investment?
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