You know the phrase quality over quantity? Well, Facebook is rolling that age-old concept into its latest algorithm revamp. The platform will now start weighting posts published based on the quality of content, instead of quantity of clicks. Let’s break down what quality and quantity mean in Facebook’s eyes.
Quality is measured by: The number of engagements with high time on site after clicking on an article.
Quantity is measured by: The CTR and number of total clicks, with low time on site.
But don’t focus entirely on engagement as your data will be skewed. According to Digiday, ?People don’t typically like or comment on everything they read, after all, so moving forward Facebook will prioritize posts based on how long users spent on similar posts from the author or publisher in the past.?
How does Facebook know how much time you spent on a post? It has been gathering data on the time users spend reading the new Instant Articles as well as click throughs to web browsers on mobile devices.
This algorithm shift’s goal is to eliminate more clickbait, or sensational content that’s main purpose is to attract attention and draw visitors to a particular web page. That being said, the changes will also have an effect on content publishers all the same. Sources that publish quality content for consumers will be rewarded, while the sources with content that leaves something to be desired will get their reach knocked.
According to Digiday’s most recent article on the topic, here is a breakdown on what a content winner and a content loser look like:
The Winners Circle: if you answer yes to these questions –VIRTUAL HIGH FIVE FOR YOU!
- Is your content in-depth, or long-form in nature?
- Is your content original and news-breaking? (Think New York Times)
- Is your content filled with analysis instead of brief headline jargon?
- Does your content contain interactive features like polls and tests to keep people reading?
- Does your content keep readers on your site for minutes at a time?
- Does your content contain a variety of topics and formats ranging from long-form articles to powerful video?
- Does your website already produce long time-on-site visits aside from content publishing?
Answer the following poll to weigh in 
Poll: Is your content a winner so far? (be honest)
- Oops
- Eh, could be better
- I’m golden
The Losers Circle: if you answer yes to these questions –reread the winners’ questions and take notes.
- Does your content aim to “trick” people into clicking? “Ex: 10 Times Cheese Was Your Best Friend”
- Does your content contain low-value videos?
- Is your content filled with links to other sources instead of providing the information yourself?
- Is the reason you’re asking someone to click different than the content on your website? (Ex: You sell shoes but you’re post focuses on Zac Efron’s abs)
- Does one person have all of your bylines?
- Do you post about the same thing all the time?
- Does your site have a large bounce rate?
- Is your referral traffic decreasing?
Why does this matter in the long run for brands on Facebook? As Facebook continues to adapt its algorithm to appeal to consumers and keep them on the platform, content publishers may also see a dip in referral traffic on their websites. Facebook’s ever-growing “pay to play” model leaves many brands focusing their content through paid ads only. Paid ads can help get your content to appear in the Newsfeed, but at the end of the day, if your website doesn’t have what the user is looking for…what’s the point?
Stay relevant my friends!
Source: http://digiday.com/platforms/winners-losers-facebooks-anti-clickbait-algorithm-changes/
