How Businesses Can Adapt To The Latest 2018 Facebook Algorithm Change

Mark Zuckerberg announced a change in Facebook algorithm in January 2018. After suggesting the harmful effect of passive use of social media, Facebook argued for a more active approach to using the site. The social media company wants to promote active interactions between users and their loved ones while demoting activities which encourages only surface interactions. This follows an academic research which concluded that using "social media is best for users if it is used in connecting with people who are cared about". The recent change will prioritize contents from loved ones above contents from brands, news media and businesses. It will also ensure the promotion of meaningful interactions at the expense of passive interactions.

Facebook's history with algorithm change

It is noteworthy that algorithm change isn't a new concept with Facebook. In 2013, the social media site had its algorithm changed in a bid to promote high quality articles. Through the years, similar changes had taken place. Transitions from 'instant articles', to promotion of 'videos', 'live videos' and 'Facebook groups' have been experienced as Facebook aims at building a stronger community and enhancing user experience.

IMPACT OF THE NEW ALGORITHM CHANGE

• Users:
  

The news feed of many users are dominated by professionally crafted contents from news outlets, brands and businesses alike which have relegated interpersonal relationships between users and loved ones. The new update will improve the relationships of individuals, bringing them together and building the desired strong sense of community.

• Facebook:
  

Overtime, a decline in 'organic sharing' have been observed. Promoting experiences of users will increase organic content, hence the concerns by the company over organic sharing is eliminated.
Also, Facebook have been seen as a breeding ground for false information and bad press in recent times. An instance is the 2016 US election when it was used to mislead many individual. The advent of this update will prevent a re-occurrence of this.

• Businesses, Brands and News Outlets
  

Businesses and brands thrive on the views of users and the new algorithmic change will decrease their traffics. In Guatemala for instance, readership has been observed to fall drastically with the algorithm change. Another business outlet known has LittleThings has blamed its shutdown on Facebook algorithm change as its organic traffic dropped by 75%.


How can businesses remain on top?

The new algorithm change will significantly reduce the organic traffic of businesses.
For brands and businesses alike to maintain their levels, they need to make some adjustments to work with the new algorithm. Some of these are:

• Creating quality contents.
  

This involves digging deep on their fanbase and ensuring their contents fits in with their interests and promotes interaction between users. So, provided a page keeps producing great content that is relevant, prompt conversations which resonates with their audience, the page keeps trending.

• Targeting the right audience
  

This is a skilled approach which increases the organic reach of a brand. Persons with such skills can be employed by brands to target the desired audience, this requires an increase to the brand's ad budget.

• Facebook groups
  

Since inception, this feature aims at increasing user interactions. Businesses can engage their clients through this feature. This will increase the brands chances of staying on top.

• Live Videos
  

The new algorithm favors live videos. A brand can use this feature to promote interactions between users.

• Using the 'See First' option
  

Facebook retains the option for its users to choose what posts they want to see first. Brands can profit from this by asking their followers to make them amongst their 'See first' list.

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