Facebook’s organic reach has seen a notable decline over the years. In July 2023, the average engagement rate of an organic post ranged from 2.58% down to 1.52%.
The decrease can be attributed to the thousands of content published daily. According to Facebook, 1,500 stories appear on a user’s News Feed, and individuals with several friends and Page likes can see up to 15,000 stories upon logging in. This abundance of published content can lead to increased competition for organic visibility.
Algorithm changes also contribute to Facebook’s drop in organic reach. The algorithm shows users relevant content rather than every piece of material on their timeline. This makes it increasingly difficult for businesses to gain exposure on the platform.
As the social media giant faces this decline in organic reach, marketers should consider a more compelling approach to content promotion and audience engagement. Facebook marketing stands as a powerful tool for attracting and engaging an audience. By staying informed on these changes, firms can adjust their marketing strategies accordingly.
Understanding How the Facebook Algorithm Works
Social media algorithms use complex rules to determine displayed content. They curate newsfeeds by showing interesting content, influencing the types of content users engage and consume.
The ever-changing algorithms make it difficult for marketers to ensure that content reaches their intended audience. In fact, 21.8% of social media experts state that trends and algorithms are some of the biggest social media challenges they face.
This image is taken from Planable.
Facebook considers four aspects when deciding what material to show to different users, prioritizing content that will likely elicit interactions. These factors include:
- Inventory – Facebook takes inventory of all content that can potentially appear on an individual’s News Feed. Such content includes posts from Facebook friends and the Pages and Groups they follow.
- Signals – The algorithm then utilizes signals to identify the importance of each material. It considers who posted the content, the time users interacted with the post, and the frequency they engaged with a certain type of content.
This image is taken from AdEspresso.
- Predictions – Using the signals, the Facebook algorithm makes predictions on what each user prefers to see. It examines past user behavior and activity to gauge their likelihood of interacting with the content.
- Relevancy Scoring – Finally, the algorithm assesses each content’s relevance and assigns a score accordingly. Higher scores typically mean the more prominently it can feature on an individual’s News Feed. Therefore, the first content a user sees is determined by Facebook’s algorithm as the most relevant.
Facebook Algorithm Updates in 2024
Social media platforms often update their algorithms to enhance user experience. Algorithm modifications can influence how metrics are computed to gauge a content’s performance. It also increases competition for online visibility, posing greater hurdles to establishing a presence and attracting an audience.
Since algorithms change frequently, marketers should consider adapting their Facebook marketing campaign to remain ahead of the curve. In 2024, the Facebook algorithm is anticipated to undergo further changes. Here are some updates to expect:
Emphasis on Meaningful Connections
Ninety-one percent (91%) of users believe social media connects individuals. Moreover, 78% of consumers also expect brands to use social media platforms to facilitate connections. Facebook’s focus on more meaningful interactions encourages conversations, benefiting marketers and consumers seeking deeper relationships on the platform.
AI-Powered Features
In 2024, Facebook welcomed the use of artificial intelligence (AI) to improve user experience on the platform. This integration has led to a considerable shift in the content displayed on a user’s feed, which is influenced by the choices they make. Moreover, the platform also employs AI to boost its video recommendation algorithm across Reels, Groups, and the News Feed.
AI-integrated features aim to create unique and personalized user experiences on the social network. Marketers may need to reevaluate their content strategies to adapt to these advancements.
More Transparency and Control for Consumers
According to an online survey in the United States in 2021, 48% of respondents say they have little control over what they see on social media. Moreover, 33% of users state having no control.
This image is taken from Statista.
Providing users with more power over the content they see establishes a safer and more user-centric space. For instance, the platform “Favorites” list ensures that posts from accounts or pages users interact with are prioritized for displayed content.
Facebook has also been developing the publication of system cards to enhance transparency. These cards inform users about how the system functions, its predictions for relevant content, and the controls available for customizing their experiences.
Facebook Link History
The emergence of Facebook’s Link History marks a significant shift in the platform’s advertising algorithms. By archiving consumers’ browsing patterns, marketers can improve their targeted advertising methods. Using this data enables brands to adapt and enhance their ad targeting precision, ultimately increasing the effectiveness of their campaigns.
Facebook Marketing Ideas for Overcoming Algorithm Changes
Emphasizing Quality Content
As Facebook’s algorithm prioritizes meaningful connections, marketers should adapt by focusing on content that attracts more engagement. In 2024, brands should craft high-quality and valuable content that encourages interaction. For example, they can share captivating stories or incorporate user-generated content to establish authentic engagement.
Posting engaging content can enhance user interaction and boost organic SEO. By emphasizing meaningful interactions, search engines can identify that content is relevant and valuable, resulting in optimal visibility and search engine rankings.
Organizations can also benefit from outsourcing a social media marketing company Philippines when crafting quality content. A trustworthy agency can develop content through strategic planning and creative execution, ensuring materials always resonate with the target audience.
Prioritize Creating Videos
Organizations should consider creating more videos on Facebook, as 51% of consumers express a preference for sharing video content over other content types.
This image is taken from WordStream.
Short-form videos are anticipated to remain prominent in 2024, solidifying their position as the medium with the highest ROI (Return on Investment). This inclination towards brief videos is notable, as they yield over 2.5 times more engagement than long-form videos.
Maximize Facebook Insights
Facebook Marketing Insights provides comprehensive metrics on a post’s performance and overall page activity. Such metrics include:
- Reach
- Engagement
- Page Views and Page Likes
- 3-second Video Views
- 1-minute Video Views
- Actions on Page
Understanding and monitoring these measurements enables businesses to stay updated on traffic and engagement patterns. Moreover, utilizing these Facebook Insights metrics can aid in refining marketing strategies and driving better results despite algorithm changes.
Determine the Best Time to Post on Facebook
Strategically posting content at certain times can potentially result in a more effective connection with an audience. Businesses can post on Facebook at varying times, but the optimal time is between 8:00 AM and 12:00 PM on Mondays through Thursdays.
This image is taken from SproutSocial.
However, while this timeframe provides a framework for posting content, the best time varies among brands. Hence, experimenting with publishing material at different times can help identify the most favorable time to get positive engagements.
Employee Advocacy
Using employee advocacy is another key strategy to remain competitive amidst changes in the Facebook algorithm. Forty-six percent (46%) of B2B organizations state that employee advocacy is the best-performing social media initiative, amplifying its effectiveness in increasing reach.
This image is taken from Oktopost.
Genuine feedback represents content value to the Facebook algorithm, boosting its visibility in users’ feeds. When employees share branded content on their personal Facebook networks, brands increase their content’s reach and engagement.
Overcoming the Algorithm with Facebook Marketing Techniques
Marketing on Facebook can be a challenge in 2024, especially with the platform’s organic decline and algorithm changes. However, organizations can overcome these hurdles by adapting their strategies and leveraging techniques to align with user preferences and craft engaging content.
Businesses looking to refine their Facebook marketing initiatives further can consider working with reliable social media outsourcing companies. These professionals have extensive experience in strategizing and executing social media campaigns that ensure favorable results.
Digital Marketing Philippines (DMP) is a reputable agency offering dependable and comprehensive social media marketing services. Our team is skilled and experienced in executing effective digital marketing strategies for clients across the globe. Contact us to start elevating your Facebook marketing game today!
References:
https://quickframe.com/blog/how-does-the-facebook-algorithm-work/
https://www.business.com/articles/surviving-facebook-organic-reach-decline/
https://about.fb.com/news/2023/06/how-ai-ranks-content-on-facebook-and-instagram/
https://www.facebook.com/business/news/Organic-Reach-on-Facebook
https://filmora.wondershare.com/facebook/facebook-algorithm-change.html
https://madgicx.com/blog/top-facebook-updates-to-get-excited-about#January-2024-Facebook-updates
https://transparency.fb.com/features/ranking-and-content/
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.