Facebook's Recent Algorithm Change Can Boost The Effectiveness Of Your Influencer Marketing
Meaningful interactions are rooted at the core of present-day digital marketing. From micro-moments to the rise of influencers, the space is flooded with critical decision points that may result in a sale -- and Facebook is always adapting.
The social giant modified its algorithm to alter what you see in your feed. Mark Zuckerberg commented, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
The change helps more efficiently filter content, meaning the things from your friends and those you chose to follow rise to the surface while brands, publishers, marketers and news outlets are given lower priority. Taking it a step further, Zuckerberg announced he would be surveying Facebook users about their news sources, asking them to rate these outlets for usefulness and trustworthiness.
Publishers and new organizations are, for the most part, taking these changes in stride and bracing for impact. However, it’s no secret that referral traffic from Facebook for these publishers and news organizations has been on a steady decline for quite some time.
While this change will affect the ability of brands, marketers, publishers and news organizations to appear organically in feeds, these sources are still able to purchase paid posts to garner traffic -- an approach that does not appear to be affected by the recent algorithm change.
This is where influencers come in. While this recent algorithm change diminishes the ability for brands to organically interact with those who follow their pages, it doesn’t negatively affect the interaction between content creators with large audiences and their followers. In fact, the change increases the likelihood of interactions by reinforcing connections between actual people and influencers.