15

Jun

2019

As you will be aware, Facebook (owners of both Facebook and Instagram) regularly makes changes to newsfeed algorithms in the spirit of improving their social networks for their users.

Key changes include Relevance Score and History Removal (plus a few others that I’ve picked out for you).

As a member of the public with a personal Facebook page, changes come and go with little impact.

As many businesses rely on Facebook within their marketing mix it’s important to keep up with key changes.  Review and amend your marketing strategy accordingly to reach your audiences on Facebook and Instagram.

Facebook Changes, May 2019Relevance Score

You may have noticed when boosting a post or placing an ad, Facebook will show you a relevance score out of 10. If you aren’t familiar with them, it’s a great indication of how well your post is bein received by the audience, according to Facebook’s AI.

Facebook have announced they’ll soon provide three metrics instead (‘granular ad relevance diagnostics metrics’) which sounds a bit grand but it can be broken down simply into

Engagement Rate Ranking — This compares your engagement to other ads that target a similar audience. With this metric data to hand, you’ll then adjust your ads to see how best they can achieve a higher engagement – what works and what doesn’t.

Quality Ranking — You won’t have any particular control over this, however you’ll be able to see how your quality is perceived when compared to other posts.

Conversion Rate Ranking — A high conversion rate is your goal! You’ll be provided with a ranking alongside others to share the same audience.

These scores will be predictive so may change as your campaign progresses. The upside is that it will provide information to help you improve your advertising and become more efficient in the process.

As a by-product of these changes, please note:

Instagram Hashtags: If you are a #hashtag user be aware that ‘low-quality’ posts will be removed from #hashtags you may use. What is deemed as ‘low quality’ could be described as those posts that have low engagement.

Instagram Stories: Orangic reach on Instagram stories are to be reduced based on what Facebook deems most interesting to their users.

If people are hiding your post (deemed as negative feedback) Facebook will deprioritise your business page in the newsfeed for others.

Facebook Showcase

Facebook will soon be selling advertising space ‘in-stream’ format for video. A little like buying space for TV advertising, the advertising space would hit high-quality’ video in channels with large audiences. It will be hitting the US first, so let’s see how that goes.

History Removal

This feature will come as a sigh of relief to most personal Facebook page users.  It however, would only be efficient if they remove their history on a daily basis (a little like deleting your cache for web broswer history).  Great news for the users, not so good for advertisers, as when a user removes history (and their interest history too) the advertiser can no longer target them in the way they would have done in the past.

As a by-product of these changes, please note:

Facebook Groups: If a user of your group leaves, they may opt to remove any posts/comments they have contributed to over time.

Other Changes

Community Standards

If you are a Facebook group moderator and fail to remove a post that Facebook feels doesn’t comply with their community standards, they will notify you. If you constantly do not police changes, your page may be taken down and deleted permanently.

Facebook Business Pages

Facebook will be testing the combination of Facebook stories and posts into one feed. If it does roll out, as a business page be aware that your organic reach may reduce, again.

Traffic to your website

Facebook will be working with third parties to identify if there is an over representation of Facebook traffic to a website (outbound) when compared to other sources of traffic (other referring webites, organic search and direct traffic). If it’s deemed high this may affect organic reach on your Facebook page.

The reason for this is that Facebook wants to keep its audience within the Facebook network. The challenge is, businesses want to drive traffic away from social media so they can have meaningful engagement without the clutter and noise within Facebook.

Lots to think about, isn’t there!

If you need a helping hand to lead you in the right direction, contact me for social media advice specifically for your business needs.

 

 
  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

  • © 2019 Digital Armchair - a trading name of PlanMyPlay Ltd | Site by JeliNet NZ