Facebook often makes small changes to its algorithm that has larger consequences for brands. Their recent announcement was no different.
Page owners can expect to see a decrease in Facebook promotion of the amount of text status updates and may see an improvement in engagement and distribution for updates with richer content.
What does this mean for brands? Regardless of what you’re posting, Facebook advises that “In general, we recommend that you use the story type that best fits the message that you want to tell – whether that’s a status, photo, link or video,” However, if you’re going to be posting a link, it is advised to decrease these type of status updates that embed the link:
And instead increase these types of posts that use link share:
According to Facebook, these link share posts generate more engagement (likes, comments and shares) and as is seen, provides ‘a more visual and compelling experience’.
Facebook discovered during recent testing that when people see more text status updates from their friends, they’re inspired to write their own status updates. So much so that on average, it led to 9 million more status updates each day. However, this doesn’t have the same result as when Pages post text status updates.
It is apparently from their testing that users react to Page updates differently to friend updates and Facebook is attempting to differentiate between the two in order to serve better content to their users.
If you’re a Page owner and you see a marked difference in engagement either way for your status updates, do get in touch and share your story.