Social media algorithm updates are a true pain for marketers from all over the world. They should thoroughly follow each official announcement not to miss important changes that need to be implemented in business marketing strategies.
Many of us try to guess how the Facebook algorithm actually works to bypass it and get higher rankings in the feed. But the truth is that the machine learning ranking system of this social network is very complex and consists of many layers. With over 2 billion Facebook users there are several thousands of potential posts to be in the feed of one user. As a result, there are millions of factors influencing that very personalized feed we find relevant on Facebook.
How does Facebook decide which posts to show?
Facebook algorithm is modified to meet the expectations of both users and advertisers. The main goal of Mark Zuckerberg’s “Fix” Facebook mission is to provide more engaging and higher quality content to the users.
As Mark Zuckerberg said, “Our goal is to reach a point where the ads are as relevant and timely as the content your friends share with you.”
But what are the Facebook algorithm changes in 2021? Let’s dive into the details step by step.
2021 Facebook algorithm updates
So, let’s decide how the Facebook algorithm works today that bring so many discussions around:
1. Engaging Content Win
Facebook users see more posts from their family and friends. The new Facebook algorithm is aimed at making the social feed more engaging rather than just “exploring”.
What does it mean for business pages?
According to the Facebook algorithm, posts with content from friends will have higher priority and overlay business content in the feed unless there are active discussions under such posts.
Here is what official Facebook rules say:
“With this update, we will also prioritize posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in the feed.”
It sounds not very promising for the marketing world and leads to the necessity to reconsider the Facebook brand’s promotion strategy.
2. Business pages new experience
In 2021 Facebook business pages are all about easy interaction and more opportunities for businesses to build their communities. Let’s decide on the Facebook business page updates 2021:
New more intuitive design with better navigation
More features to manage a page with different levels of access to the information depending on the admin’s tasks to be performed
No more Likes, focus on page Followers only
3. Organic Reach Decrease
The Facebook news feed shows even less public content including videos and different types of publishers’ posts.
It means that Facebook business pages suffer a considerable decrease in organic reach.
Mark Zuckerberg stressed, that this change concerns not only Facebook News Feed but all the products of the Facebook company. News Feed is just the beginning of the major changes in the social media marketing world.
As a result, posts with just a few or zero likes and re-posts will become invisible in the feed.
This is how the algorithm impacts organic reach:
- Less visibility of external links
For, example, if you use Facebook just to share your blog articles and inform fans about fresh content on your blog, don’t waste your time now. Your fans will hardly see your posts in the feed.
- Fewer videos views and no gifs
As far as you already know Facebook is now focused on engaging content. And videos refer to passive experience since users just watch it and switch to the next post.
As a result, users see fewer 1-minute videos and entertaining “funny” gifs in the feed.
Important! You won’t see organic reach decrease if you make LIVE videos.
- Post comments will value more than post likes
It means that posts with comments are prioritized against posts with likes only. Actively commented posts will have the reach and go higher in the feed.
- Long comments value more than short ones
Posts with long constructive comments are prioritized against the ones with short comments.
Posts should make people talk with each other rather than with your business. And that is the main message.
Probably business pages with content having thousands of shares won’t see much difference in organic reach.
But what to do if you are a small business that has just started doing the first steps in order to meet more customers?
But even if you don’t have much success on Facebook, any algorithm changes don’t necessarily mean that you shouldn’t consider Facebook for your marketing activities.
Be more creative and careful about what you are planning to post. You should try to predict if your content is interesting to your fans and how they can react to it.
So, let’s go through the steps you should consider if you want to bypass the Facebook algorithm.
How to beat the Facebook algorithm in 2021?
Let’s have a closer look at some key factors that you should take into account planning your marketing strategy in order to boost your business rankings on Facebook:
1. Stimulate meaningful interactions
- One of the most important steps is to focus on creating content that results in discussions. The more comments and replies to comments your post will have the higher rankings it will get in the feed.
- Also, you should stop scheduling your posts on Facebook. This is really important.
The Facebook algorithm identifies the type of content you are posting. If your posts are just regularly scheduled links, Facebook will hardly show it to your fans. As a result, using Facebook for informing purposes only, your Google Analytics will never show you the expected traffic results.
Solution: Control everything that happens under your posts.
Imagine yourself as a party coordinator who is responsible for the general mood of the guests and is always there to answer any questions.
2. Create engaging content
Mari Smith who is well-known as a number one Facebook marketing expert has recently advised, that in order to attract more people to your brand it’s necessary to talk with the users.
How to create engaging content on Facebook:
- Add thought-provoking questions to the posts. Focus on the opportunity to spark discussions;
- Create contests and giveaways;
- Comparison posts usually result in active comments;
- Share contradictory facts;
- Create motivational videos;
- Ask your fans for help
It is time to start thinking outside the box, be creative and risky in content creation.
3. “Go Live” as often as you can
It is a boom time for Live videos. Use this opportunity to boost your business.
Live video effectiveness is growing because such content is engaging and attracts more attention.
Think about some ideas to talk with your Facebook fans about and start creating live translations as often as you can. Once a day will be just perfect!
Who knows, maybe soon Facebook will become the next BIG video streaming platform? If you are an active Instagram user you can use both platforms for streaming.
Here are some live streams ideas for your Facebook engaging content:
- Make streams from conferences and events;
- Go live to answer the most frequently asked questions from your clients;
- Share your success and failures;
- Present new product or service;
- Bring value educating your audience, tell something useful
4. Focus on growing Facebook groups for business
According to the case study “The power of virtual communities”, almost 1.8 billion people use Facebook groups on a daily basis with over 70 million moderators running them. The power of communities was proved to strengthen the influential power of its leaders.
Facebook groups give an opportunity to unite people under common mission and values radiated by business.
5. Smart paid advertising
New Facebook algorithm values engaging content and gives it, even more, reach in the promotion. It was proved that a similar advertising budget will give different results to the content with comments and likes and the one without any interaction.
When you get a post that causes organic interactions and goes viral try to promote it and you will see how it will boost your rankings.
It is also interesting: How To Start A Successful WordPress Blog
Regardless of all the new Facebook algorithm updates, it gives great opportunities for boosting your business on this social media platform. Try to bypass the Facebook algorithm by creating meaningful and valuable content for your audience.
Focus on being creative and analyze your target audience more. Learn what your clients like, what their interests are, and use this information to be unique and engaging. Start a conversation, always reply to any comments and talk to your audience.