Ever wonder how Facebook selects the posts on your news feed? Or the order in which posts appear from hour to hour? We are familiar with the "See First" feature and ability to rank our own friends and groups on our feed but what about the advertisements, video clips and popular shared memes that pop up?
Facebook's algorithm favors some behaviors and types of content over others, and the newest update deals directly with mobile responsiveness. As a whopping 94% of Facebook users access the site via their mobile phones, Facebook has made it so websites with mobile optimization will appear higher and more frequently on your feed than those sites with slow loading times.
The way it works is if a website loads quickly and completely on mobile with all graphics intact, the post is pushed out as high priority in the algorithm and your post's reach is extended. On the other hand, if a website does not have mobile accessibility or optimization, it may not appear to the desired audience on Facebook due to a lag in loading speed. The user's current network connection as well as the overall speed of the corresponding website will be factored out as these are trackable measures. This update supports the idea of a flawless user experience in that it ensures that users can scroll through their feeds with ease, viewing fast-loading posts and video clips. For businesses marketing their products and services on Facebook, understanding this new update is key to brand visibility.
We recommend you ensure your website is fast-loading and mobile-friendly to avoid any drop off. Listed below are ten best practices recommended by Facebook to help you maintain relevance and visibility in your followers' news feeds.
- Minimize landing page redirects, plugins and link shorteners.
- Compress files to decrease mobile rendering time.
- Improve server response time by utilizing multi region hosting.
- Use a high-quality content delivery network to reach your audience, quickly.
- Remove redundant data that does not impact how the page is processed by the browser.
- Optimize images to reduce file size without diminishing visual quality.
- Reduce the size of above the fold content to prioritize visual content.
- Use asynchronous scripts to streamline page render time.
- Dynamically adjust the content for slower connections/devices.
Although Facebook expects the impact of this update to be minimal, it is best for business owners to be on the lookout for noticeable changes to page analytics as well as to check through the list of suggestions above and upgrade where possible.
Craft Your Content, Carefully
If you're sharing a link in a post, be sure to adhere to the link-format guidelines from a previous update that prioritizes displaying links in link-format versus placing the link in a status or caption. Studies show that using link-format gains twice as many clicks on your post than any other link sharing method. To use link-format, simply paste the link into the draft of the post before posting.
Another less recent yet related update to the Facebook algorithm that we found to be helpful improved posting format and reduced the amount of "click-and-bait" headlines. This type of shortened headline forces the reader to click into the post before fully knowing the post's topic. This can be disappointing for the reader if the post appeared to contain valuable content and, in fact, did not. Many users click on these mystery headlines only to navigate away from the actual article, immediately. Facebook monitored user behavior alongside likes and shares on a variety of posts of this nature to discover a solution to the problem. Results showed that many users clicked on links but did not like, share or engage, highlighting a disinterest in the content. In order to improve the user experience, Facebook took action to reduce the amount of click-and-bait content appearing on the news feed so that users can see more of what they want.
If you have a business that could use assistance with your Facebook presence or other digital marketing initiatives, contact DAS Group today at 1-800-717-2131.