August 14th, 2013 | Chris Lloyd
What Facebook’s new algorithm means
About 2 months ago we profiled the Facebook algorithm for content they call “edge-rank” explaining why it mattered. Turns out it dosen’t at all. “Feed Bump” has taken its place… *Sigh* …here’s the new low down.
Facebook as released a new algorithm they’re calling “Feed Bump”. Where Edge-rank was mainly based on chronological order, feed bump focuses more on interaction and is “no small technical feat” said Facebook in a blog post. They go on to say that “The goal of News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them”
The new algo takes into account the following when considering what content is best for you to see:
1.) How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted
2.) The number of likes, shares and comments a post receives from the world at large and from your friends in particular
3.) How much you have interacted with this type of post in the past
4.) Whether or not you and other people across Facebook are hiding or reporting a given post.
In early testing, Facebook says it worked for people. They reported a 5 per cent increase in the number of likes, comments and shares on ‘organic’ stories.
Implications for advertisers are wide ranging. Marketers were still be faced with the difficult task of getting their content to show up in users feeds, there are just a new set of rules. FOCUS ON ENGAGEMENT is the message from Facebook and its as loud and clear as caps-lock bold.
Also, it’s hard not to be reminded of Google any time you’re talking algorithm based content. They’re in control over what appears on a search page has resulted in a multi billion-dollar ad business and Facebook may have similar designs. It’ll be important to keep an eye on how Facebook controls newsfeed content and monetizes all those eyeballs. A good resource is the Facebook For Business blog.