Facebook is a black box; their algorithms are unknown. All any user, business, or publisher knows is what Facebook is willing to share, and that isn’t much as Facebook’s new algorithm assigns fresh values to an entire social kingdom. For influencers, the changes are a mixed bag; for most publishers and businesses, the outcome is less positive.
Why Facebook Changed Its Algorithm
As with all things Facebook, understanding the new algorithm starts with Mark Zuckerberg, more specifically, a Mark Zuckerberg Facebook post. He explains that one of the biggest complaints Facebook has received from its users is how, “businesses, brands, and media,” have disrupted the user experience. This observation is only affirmed by the recent rise of Vero, an ad-free social network. In response, your newsfeed will now prioritize user content over page content in Facebook’s most recent attempt to foster more meaningful interactions.
How Facebook’s New Algorithm Affects Businesses & Publishers
Businesses, brands, and media companies will now have a harder time growing and utilizing their organic reach. Most already used Ads Manager to reach their audience. Now, they will likely have to spend more to achieve the same results. The alternative for those brands would be to consistently generate more premium Facebook content and maybe even swing for the viral fences once or twice. Not only is user content privileged under the new rules, but the content with which users interact is privileged too. By sharing higher-quality content and potentially going viral, brands can drive higher engagement with users, further extend their organic reach, and cut the net cost of Facebook’s increasingly pay-to-play model.
What Algorithm Changes Mean for Influencers
Zuckerberg’s post fails to name influencers specifically because the new algorithm will not filter specifically for influencers. Instead, the algorithm filters into two baskets: users and everyone else. This is ultimately a mixed bag for influencers. Influencers without an influencer-specific page, those operating only as users, should see their organic reach increase with these changes. The organic reach of influencers with brand pages, however, will see a negative impact. That said, both baskets win when it comes to engaging content.
How Influencers Can Take Advantage
Influencers shouldn’t be too disheartened by Facebook’s new algorithm. Whether or not their page content initially appears top-of-feed, audiences will still seek out influencers. Most influencers already employ these best practices for remaining relevant in the Facebook algorithm:
Create Original Content
This is almost a given, but content most drives engagement when audiences are seeing something new and interesting for the first time (i.e. simplifying a huge lifestyle change).
Frame for Engagement
Influencer content garners more engagement when framed to elicit a response. Influencers can share content in conjunction with a question for their audience.
Share on Personal Account
Facebook’s new algorithm will prioritize users over pages, so Influencers stand to benefit from sharing sponsored content on their personal pages as well to drive traffic.
Audiences invest in influencers for inspiration, whether that’s a craft, travel hacks, recipes, or personal growth. Brands are not always so fortunate. With algorithmic changes, brands will have to be much more creative and lean on creative people to maintain Facebook newsfeed relevance. Fortunately for Social Fabric® Influencers, influencers hold the keys to the audiences brands want. Influencer pages may not appear as high in the newsfeed, but their original and engaging content is an algorithm-endorsed recipe for continued relevance.