Facebook has overhauled how it ranks the posts, videos and photos that appear in its users’ News Feeds, introducing major changes on Thursday designed to put what friends and family have to say first.
In short, you’ll see more posts from friends that have spurred lively debates in the comments. And you’ll see fewer cooking videos from brands and publications. Prioritizing what your friends and family share is part of an effort by Facebook to help people spend time on the site in what it thinks is a more meaningful way.
Here’s one thing Robert Scoble has learned: engagement from real people matters a LOT more than engagement from companies.
Zuckerberg disclosed late Thursday the billionth, and seemingly the most drastic, change to how Facebook determines what people see when they surf the social network. The stated goal is to make Facebook feel less like a depressing cesspool. (Zuckerberg didn’t put it that way.)
The idea that the value of a piece of news is defined by likes and comments — that taking in information without getting into a back-and-forth with your uncle about it is somehow unworthy — is actually a profoundly ideological statement
Facebook is stepping back from the news business. Thank goodness.
The effort sounds helpful, even noble, given that Mr. Zuckerberg acknowledged the change could be bad for business in the short run. But if you think about Facebook’s primary service as free cookies rather than social networking, the underlying difficulties with the plan become obvious, and even existential.
A society that relies on a centralized portal to get its news may very well be doomed.
Yes, Zuckerberg may have realized his platform is not all-encompassing enough to turn humans into Matrix-like pod people (perhaps that’s a job for Facebook’s Oculus VR division). But this move was surely carefully designed, with product managers realizing that users who abandon social media are unlikely to return, while a cut-down dose of its drug might keep feed junkies hanging around longer, searching for that scrolling high.
Rupert Murdoch’s News Corp., publisher of the Wall Street Journal and New York Post, will keep an eye on Facebook Inc.’s news-feed changes “for any signs that the weighting of news sites is politically motivated.”
What does Facebook count as engagement around meaningful content? Well, it’s comments, especially long ones. That’s a big bet meant to change what people see, do, and feel when on Facebook.
The only thing is, comment culture on the internet might already be dead.
How Should Businesses Adjust?
The only content that matters is the content that people engage with and share.
Here is the business case for Facebook in one sentence: “Come waste time with me.” Why would a person waste time with your content on Facebook? If you can’t answer that question, you will have no hope of Facebook marketing success.
How keeping it human and focusing on community can help your business page thrive under the new algorithm
Publishers had plenty of warning the Great Facebook News Feed Purge was coming. That doesn’t make the news any less painful for many. Digiday spoke to several publishers about who wins and who loses in the aftermath.
This announcement means that the need to build a true community on the Facebook platform will be more valuable than ever.
This focus on driving more community-building content rather than promotional messages is exactly the kind of push marketers need to start adding these online tribes as part of their marketing mix.
As brands we’re often slow to adapt to challenges these changes throw at us, but overall this feels as though it’ll mean no more hiding places for bullshit clickbait, and a ‘less but better’ approach to content
Publishers digest implications of social network’s move to make substantial changes to its news feed
Facebook has deprioritized business and media content in the newsfeed to add a renewed importance to the family and friend posts that originally helped build the social network. Publishers dependent on Facebook for traffic may need to reassess their strategy now.
What Does It Man For Facebook?
“The News Feed product team isn’t the ad model product team, and it’s the ad model that drives the toxicity at its core. However, this is still a significant move. I’m guessing FB has modeled the bejesus out of this and knows that after a short dip, advertisers will pay more to break into that new News Feed with their content, and revenue will normalize”
The smallest move Mark Zuckerberg makes now results in giant ripples in the digital economy.