Last week on Wednesday, Facebook announced its plans to make amendments to its news feed algorithms so that it will more preferably promote content posted by friends and family rather than the publishers. The company said that the content posted by the publishers will less prominently appear on the news feed, resulting in ‘significantly less traffic’ for them. Inevitably, a matter of concern for publishers and content marketers.
Looking upon the Facebook share data and trends over last year, a baseline is established to review future numbers and upcoming trends.
On reviewing 25M of Facebook post, published by 10,000 publishers. Results were really surprising and would make marketers to rethink their strategy.
There has been a small increase in average shares of posts by the top 10,000 publishers. The relevance of referral traffic can be seen in research from parse.ly, a digital publishing analytics company, it shows more than 40 percent of referral traffic to news sites comes from Facebook. Referral links are clearly less in trend, lower share per post over time. Photo posts were doing well till January but there has been a significant fall in the average shares per post over the last 5 months.
Video format is driving significantly higher shares on Facebook. There has been an exponential growth in the average shares per video post. Average shares have doubled since last august resulting in the doubled output. This may be due to Facebook’s focus on videos and auto playing feature. This makes a clear cut statement of how well video posts are working on Facebook.
“We’re in early stages of the growth of video content on the Facebook platform and it’s obvious that Facebook is giving video a boost through its algorithm. Now it’s time to take advantage and leverage to its potential” says Julia bramble, a Facebook adviser and expert.
Ian Cleary, CEO of Razorsocial believes that we are still in the early days of video growth.
Video is a profoundly important format of content because of the brisk connection it builds with the viewer. Video can be considered as the best of practices to educate, inspire, challenge or entertain. However, its virality doesn’t provide any indication towards skipping one of the major aspects of offering an outstanding content which is the major source to curate the apt connect with the audience.
If you’re looking to increase Facebook traffic, or at least to maintain shares after the forthcoming changes, the research data indicates you need to work upon video content. Top publishers have already increasing their Facebook output. What is your video strategy?