Earlier this week Music Ally reported on Facebook’s admission that its new privacy tool may impact the way marketers use targeting features to build audiences on the social network. Now the company has followed that with an announcement of the latest tweak to its news-feed algorithm – which could also affect marketing on the platform.
The new changes are based on surveys of Facebook users to find out a.) who their closest friends are and b.) what posts they find most relevant. The upshot of the first survey: “You will likely see posts from those you have close relationships with higher up in your News Feed,” explained Facebook. And the second? “We are updating News Feed to show people links we predict they will find worthwhile… we use these [survey] responses to identify signs that someone might find a link worth their time. We then combine these factors with information we have about the post, including the type of post, who it’s from and the engagement it’s received, to more accurately predict whether people are likely to find a link valuable.” So, this isn’t about showing less posts from Facebook pages (artists’ included) in people’s feeds, but rather “the page links that are surfaced to people will be ones they find worth their time”. Another mysterious metric for marketers to get to grips with when planning their posts.