Simplereach.com announced earlier this year that ‘Facebook Continues to Be The Biggest Driver of Social Traffic,’ “Not only does Facebook still drive more traffic than any other social network, but it’s the only one to increase in traffic sent quarter-over-quarter. In Q3, Facebook was responsible for driving 62.3% of all social traffic across the SimpleReach network. For the first time, that’s double what Twitter contributes (which was 27.3% in the same timeframe, Q3).” In addition, the article also mentioned that the majority of traffic came from a small amount of (high quality) content.
In October Facebook posted that ‘people come to Facebook to not only see and talk about what’s happening with their friends but also read news and discover what is going on in the world around them. Because of this, we work closely with media organizations — ranging from TV broadcasters to music startups to publishers — to learn how they can maximize the value they get from Facebook.’
Based on statistics gleaned from various sources, Facebook said that it noted that people enjoyed seeing articles on Facebook and so, “we’re now paying closer attention to what makes for high quality content, and how often articles are clicked on from News Feed on mobile.”
What is High Quality Content?
Facebook defines high quality content this way:
“While the goal of News Feed is to show high quality posts to people, we wanted to better understand what high quality means. To do this we decided to develop a new algorithm to factor into News Feed. To develop it, we first surveyed thousands of people to understand what factors make posts from Pages high quality. Some of the questions we asked included:
- Is this timely and relevant content?
- Is this content from a source you would trust?
- Would you share it with friends or recommend it to others?
- Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)
- Would you call this a low quality post or meme?
- Would you complain about seeing this content in your News Feed?
We used the results of this survey to build a new machine learning system to detect content defined as high quality. The system uses over a thousand different factors, such as how frequently content from a certain Page is reported as low quality (e.g., hiding a Page post), how complete the Page profile is, and whether the fan base for a particular Page overlaps with the fan base of other known high quality Pages. Coming up with an algorithm to detect this is complex, and we will continue to refine it as we get more feedback. By showing these high quality posts higher up in News Feed, we saw a significant increase in interactions (likes, comments, shares) with this content. People in the test group also hid fewer stories overall.These results suggest that this change shows more people higher quality content, and more interesting stories from the Pages they are connected to.”
Now more than ever we as Online Marketers must ensure that we clearly understand the role of high quality content. This is true for ourselves, and if we provide services for others it’s even more critical in order to achieve the results that we’ve promised them, or that they expect. It’s as Facebook noted, “The bottom line is that your Page strategy should still stay the same: produce high quality content and optimize for engagement and reach.”
Have you noticed a decline in the reach for your Facebook status updates/posts? What are your thoughts on