Facebook implemented ANOTHER algorithm change recently– a move that has sent marketers into a panic in the past. But this time it’s different: this update is not one to fear but rather, it is one to celebrate. So why on earth should we celebrate yet another algorithm change? Two words: quality content.

The Old Algorithm

First, it’s important to understand how Facebook’s algorithm operated up until now. At it’s most basic level, the algorithm equated high levels of engagement on posts to deserving visibility in the news feed. While this was sometimes a good thing, it was often abused by brands using ‘click-bait’ marketing tactics. Facebook started to learn that just because a post received a high amount of clicks and engagement, did not necessarily mean that the CONTENT was of high quality. We know this — Facebook is all about user experience, and the click-bait tactics were starting to make Facebook an unpleasant experience for many people. This is when Facebook went to work on a NEW algorithm that would be able to better predict the type of high quality content people WANT to see.

The New Algorithm

Facebook’s new algorithm places high emphasis on quality content, meaning: you MUST know what kind of content your audience LIKES and deliver that content to them in a high quality format if you’re going to succeed under this new algorithm change. This really is a case of “user experience” vs. “call-to-action.” In other words, you must now think in terms of the experience you’re providing for your audience on Facebook, as opposed to getting them to take a particular action (like, comment, share). For the fresh produce marketers out there whose content calendars already revolve around sharing content based on the interests of your audience, then this is a HUGE win for you as you’ll only be rewarded with more visibility. Where this might be a problem, is for those brands who share content without taking into consideration what the audience wants to see, and what they determine as valuable.

Your Action Plan

So how do you navigate this? Begin by taking a good hard look at your content strategy. If you’ve been too focused on sharing content that would only get engagement, you might want to rethink your approach. Take the time to get inside the mind of your audience and think about the kind of content they would like to SEE rather than just the content that would get a ‘like’ or a comment. The more relevant your content is to your audience, the more likely Facebook is to place it in your fans’ newsfeed. Remember: likes, comments, and shares are still very important, but it is no longer the ONLY measurement of success on Facebook. The way we see it, success = engagement + impressions.