New algorithm changes are putting a dent into referrals - here's how to plug the leak.
In a week dominated by controversial algorithms it seems apt to discuss changes over at Facebook HQ in regards to publisher visibility.
Much like the pushback in 2018, the dial appears to have been turned down on publishers as the network grapples with an age-old question of what constitutes a 'meaningful' social environment.
The latest update focusses more on publishers themselves rather than the wider ecosystem, which impacted brands and pages too.
It will prioritise original reporting and transparent authorship - and will most likely disproportionately impact smaller publishers the most.
But there are several practical changes that can be made to mitigate the impact and ensure you continue to rank in News Feeds.
The upshot
First of all, let's look at how the algorithm changes will have likely impacted your page in a practical sense.
- Staying power: You may have noticed that the 'staying power' of your posts has become notably depreciated, with posts driving referrals for shorter spells of time.
- Reposts: These will be getting far less traction than they used to do - and may even be flagged to users by Facebook.
- Historic posts: Will have almost dropped off a cliff. Any articles 6 months or older are not worth posting anymore.
Solutions
There are both simple and crafty solutions to the changes.
First off you should do precisely what Facebook is telling you to do - create original content and be open, accurate and transparent in your reporting.
The second thing to consider is what lives on your page. Reposting the same story more than once, no matter how you package it, probably does more harm than good. According to a Facebook source publishing a link for a second time could depreciate its reach by 80 per cent. Better to keep it fresh and rely on filler content such as vids/ pics and memes to keep the interaction up.
For breaking news content, ensure that what you are posting is unique - ie, not carbon copy wire content. It is more important to post unique rather than post fast - so take 5 minutes to mix it up.
The same applies for legacy content. Consider how to re-purpose stories that are more than six months old by posting new articles which cover why the old post is relevant today and then share the fresh link on your page.
Fresh links - fresh headlines - fresh pictures: that is the key.
And as ever, keep in mind your Facebook basics and ask:
- Will this post spark a conversation?
- Am I posting at the right time?
- Does my page have the right mix between content that lives here on Facebook and content that lives externally?
- And have I delivered on the holy trinity of pic, post and caption?
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