Facebook really, really wants your experience to be “meaningful.” In a recent blog post, Facebook researchers announced changes to the algorithm that controls its newsfeed that will put greater emphasis on content from friends and family, and give more weight to posts that encourage users to interact and comment.
This change is so “meaningful” that the word “meaningful” appears seven times in the blog post!
“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. Research shows that strengthening our relationships improves our well-being and happiness,” Zuckerberg wrote in a blog post. “But recently we’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other. Based on this, we’re making a major change to how we build Facebook. 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.”
Facebook wants your experience to be less about how long you spend on the site, and more about what you do while you’re there. Comments are more important than likes, and posts with longer comments will get more weight than those with shorter ones. Shares of videos will also matter more than a video’s overall popularity.
Why its hot
These changes are going to have a big impact on how news surfaces in your newsfeed. If users aren’t sharing and engaging with a news story, it’s less likely to spread organically. But opinion pieces that usually generate more debate in the comments section will have a better chance of being seen. And Facebook has always put the emphasis on engagement with posts to determine how content surfaces.
Facebook is constantly making changes to its algorithm to “improve” the experience you have on the site, but in the end Facebook’s business depends on turning your attention into dollars. Sure, organic reach is going way down, and publishers are always trying to keep up with changes to Facebook’s performance, but money will always cut through all the changes.