Facebook has been very busy rolling out all sorts of updates to the platform (something new almost daily!) – The most significant change for brands is the updates to Facebook EdgeRank, the algorithm that determines whether or not your content will be seen in fans’ news feeds, hammering home the importance of creating engaging content specific to each community.
Here’s the cliff notes version of all the changes:
- People can now promote their own posts. Expect to see your news feed flooded with engagements and baby announcements if it’s not already.
- Facebook is taking a page out of Google’s playbook and allowing auto-optimization for Facebook ads to stay within their suggested bid range.
- Is searching for new pages not high on your priority list? Don’t worry – with Facebook’s new “like pages” they take the work out for you and suggest new brands and pages you may like.
- “Collections” are in beta testing with select brands and appear to be a direct attack on Pinterest. This feature pushes users straight to purchase within the Facebook platform, a key distinguisher from Pinterest so far.
- Like, want, buy, and read buttons are popping up after Facebook gave open graph developers stricter guidelines to follow.
- Expanded post targeting is now available for most brand pages, allowing you to target based on gender, relationships status, educational status, age, location, and language.
- Changes to Facebook’s EdgeRank algorithm have several outlets reporting brands have experienced a significant drop off in average weekly reach. Some accuse Facebook of altering their algorithm to force brands to use Facebook ads, sponsored stories, and promoted posts on a regularly basis.
- New study shows brands that post on the weekend and/or during “off hours” (8pm -7am) receive more engagement.
- Rise in “response rate” interest from third-party analytic vendors; starting to measure the time it takes brands to respond to fans. Shockingly, 70% of brands completely ignore fans. Those who do only answer 30% of fans’ questions.
What do you think about all the changes Facebook has made? Tell us below!