Facebook Devaluing Likes

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By Phoebe Bullen

Maximising your chances of reaching Facebook’s massive audience requires paying close attention to changes in the news feed algorithm.

Facebook are constantly working to improve the News Feed and ensure that you, as a user, are seeing the stories that matter most to you.

Traditionally, the interactions on a post (liking, commenting or sharing) are taken into consideration when determining what shows up at the top of your feed. Recently, however, Facebook have concluded that these actions don’t necessarily illustrate what is most meaningful to you, the user.

After conducting research and surveys to look further into this, results found that people reported having a better News Feed experience when the stories they see are stores they are both likely to rate highly if asked and likely to engage with.

A mouthful, we know! Basically, Facebook will now be looking at both the probability that you would want to see a story at the top of your feed, as well as the likelihood of you liking, commenting or sharing that story.

How does this affect your page? This will be heavily dependent on the composition of your audience and your posting activity. For the majority of pages, this update should not impact reach or your referral traffic significantly. Facebook have recommended that whilst these changes take effect businesses should avoid posts that encourage people to take an action (click bait), as these are like to cause temporary spikes in metrics that might then be re-balanced by feed’s ranging over time.

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