Creating Facebook Content That Tops the News Feed

November 27th, 2018

Written by Kayla Klein, account executive, Moxie + Mettle

Facebook kicked off 2018 with a major announcement that gave people hope for the new year and publishers anxiety. The announcement, titled, “Bringing People Closer Together,” detailed the platform’s new commitment to encouraging meaningful interactions between friends and family.

“As we roll this out,” Mark Zuckerberg, Facebook CEO, wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

Now, as the year is coming to a close, pages find themselves in one of two positions. Either their engagement has drastically dropped, or they’ve discovered crafty posting strategies to work in alignment with the algorithm. Take a look at these easy ways to ensure your page’s content doesn’t go unseen.

  1. Create Sharable Content

Facebook’s algorithm prefers commenting and sharing (active interactions) over likes and click throughs (passive interactions). This is due to the fact that active interactions keep traffic on Facebook and open the door for further engagement. When users share or comment on a post, it signals to the algorithm that piece of content is sparking meaningful interactions.

Furthermore, sharing gives your content that “human” touch that the algorithm loves so much. When a page creates content organically, the algorithm is innately working against them. When a person shares that content to their friends and family, instantly, that content becomes a vital component of Facebook’s new mission for meaningful interactions.

All of the Active Interactions

    • Commenting
    • Comment Replies
    • Sharing a Link Over Messenger
    • Engagement with a Shared Post by a Friend

2. Start Conversations

Comments and comment replies both significantly influence where your post ranks in the News Feed. However, it’s not enough to simply collect comments if they don’t incite conversations. For one, this is incentive for a page to respond to every comment on a post and perhaps ask a follow up question in the reply. On a strategic level, it also pushes businesses to get creative about not just the content they share but also the way in which they share it. Pages must consider how to frame content to start a conversation in the comments without explicitly asking their audience to do so.

For example, let’s assume a page is sharing this article about Spotify’s recent decision to abandon the GPS test to verify family plan subscribers’ locations. Read the following posts and decide which will perform better given Facebook’s new algorithm.

Post A: Let the music play!

Post B: Good news, Spotify subscribers! We’ve got “Havana” on repeat. What about you?

Although Post A is eye-catching, it’s likely to attract passive interactions from people also excited about the news. On the other hand, Post B capitalizes on everyone’s unique tastes in music and is likely to spark camaraderie and debate in the comments section too.

3. Use Live Video

According to Facebook, people spend three times longer watching live video than they do watching pre-recorded content. For pages, this not only increases their opportunities for organic engagement, but live video also enables pages to show a more personal side to their online personas, especially if they stick to a promotional, formal tone in their posts.

Brands can make how-to tutorials for their products, live stream a panel or event, or even take their audience behind the scenes of their office, production line or decision-making process. The Facebook algorithm recognizes live video as a catalyst for meaningful, personal interaction, so pages that make use of the feature appear higher in followers’ News Feeds.

Don’t let the Facebook algorithm intimidate you. At the end of the day, it simply exploited the “social” part of social media, which is something most pages should get in touch with, algorithm changes or otherwise.