I recently shocked the attendees at my social media seminar when I told them that posts on which users comment different variations of “congratulations” tend to rank higher in our news feeds and stay there longer. Why? Because Facebook’s algorithm recognizes that this usually signifies important events in our lives- new babies, weddings, job promotions and big news.
The algorithm is complicated and it changes often. Facebook recently announced another change to its method for selecting and serving us content. With the new update, Trending topics and time sensitive content will receive preference (albeit not necessarily a huge advantage.) In Facebook’s official words it means that “when a friend or Page you are connected to posts about something that is currently a hot topic of conversation on Facebook, that post is more likely to appear higher up in News Feed, so you can see it sooner”
Though this change will be rolled out slowly and might be barely noticeable to a consumer, it provides an opportunity for lifestyle businesses to increase their exposure by posting about current events (when relevant to your audience) as they happen.
That said, it’s hard to trick Facebook (or Google) for very long. They hire the best tech minds in the world and they’ll always be a few steps ahead of us. Their main goal (other than pro ducting revenue) is to get us to come to the site often and to stay there longer. To do this, they have to keep us interested with content we care about. This has often meant showing us more content from our friends and less from pages we follow. The only way to do well on Facebook business pages is to “keep producing great content that is relevant and resonates with (your) audience.”