Facebook recently tweaked the News Feed algorithm to reduce spam, including frequently repeated posts:
… people tend to find these instances of repeated content less relevant, and are more likely to complain about the Pages that often post them. We are improving News Feed to de-emphasize these Pages.
What does this mean for your Page?
Facebook says that most Pages will not be effected, and may actually “see a very small increase in News Feed distribution”.
Joshua from PostPlanner thinks this applies to Pages that frequently repeat popular memes:
When a user sees a funny image for the first time, it’s new and can be entertaining… but after seeing it from the 20th person/page over the course of many months, it gets old — and makes the user enjoy the news feed less.
Makes them think: ‘OMG, do I really have to scroll past that stupid which-way-to-put-on-toilet-paper image again?!?’
But I think this News Feed FYI could also apply to Pages that frequently repeat the same posts “over and over again”.
…publishers who are frequently and intentionally creating feed spam will see their distribution decrease over the next few months.
Questions: What frequency is considered spam? And how is “intention” defined?
Will Facebook’s News Feed algorithm flag your frequently published posts as News Feed spam? Honestly, it’s not that clear.
The problem for Facebook marketers who automate
If you are using a Facebook management app (like PostPlanner) and have Page posts repeating over and over again), consider these three adjustments to your approach:
- Leave a healthy gap between repeating posts. If you’re using a tool – like PostPlanner – to repeat the same content, over and over again, make sure that the distance between the posts is far enough apart so that users won’t get annoyed (you should do this regardless of Facebook’s News Feed tweaks).Joshua says that posting too frequently would “cause a huge number of fans just to hide or unlike your page – which is a worse fate than FB lowering your reach”.
- Modify posts. It’s a good idea to regularly scan your scheduled posts to make sure they still make sense. For example, breaking news affecting your cause might make a series of scheduled posts completely irrelevant.During your regular scanning of posts, spend time sprucing up repeating posts:
• Add a closed question to encourage comments.
• Write a more compelling story in the description for a photo.
- Avoid sharing memes from Pages that publish like-bait. As a general rule, don’t share posts from Pages that don’t represent a real organization, business, or person.