#MustReadMonday – Facebook’s Algorithm Change: What It Means for Brands

Natalie Laverick, Digital Engagement Executive, discusses Facebook’s algorithm change and what this could mean and how it could effect brands. 

At the end of April Facebook announced a change to its algorithm, it includes three updates to its News Feed:

  1. Previously, there was a rule that you wouldn’t see multiple posts from the same source in a row. But the first update is now relaxing that rule.
  2. The second update ensures that the content posted by your friends will be higher in the News Feed. However, if you are enjoy interacting with certain brands, they’ll stay in your News Feed. This is to guarantee the right balance of content for each user.
  3. Many people have complained about seeing stories about their friends liking or commenting on a post, so those stories will now be placed lower in the News Feed or not at all.


So what does this mean for brands? Well posts that Facebook sees as ‘over promotional’ will now have limited reach, for example posts that solely push people to buy a product or install an app, that push people to enter promotions; and posts that reuse the exact same content from ads.  Instead users News Feed’s will be more friend-centric.

However this is not necessarily bad news for brands. For those who are already creating engaging and smart content this will have little effect on them; and for those lagging they’ll now be challenged to create relevant, high quality content that tells a story.

For brands in the latter category here are some points to bear in mind:

  • Remember to focus on producing value for you users
  • Analyse what’s working well and what’s not, and do more of what is
  • Make sure your content has context
  • Find out what excites your audience