Why ‘Content May Be King, But Engagement is Queen’December 09, 2013
How many Facebook friends do you have? If you’re like most people, we’re betting the number is easily in the hundreds. (Not that we care about popularity or anything.) That means you might have a countless number of status updates, photos, and links to sort through on your news feed. It could be a jumbled mess if it wasn’t organized properly—and what good would that be?
Facebook has taken the initiative to fix that, recently unveiling a brand-new, re-designed news feed. This updated layout features a new algorithm that will determine what you see on your news feed. In an effort to display more quality information, Facebook will show more news articles and content pieces that have stimulated interest amongst your Facebook friends and groups, especially those that have already received a lot of views.
However, the change does have a stipulation: this shift now means you’ll see less material that Facebook deems as lower-quality, such as memes and items that don’t typically drive conversation. What’s more, the algorithm will be less ardent on only showing the most recent news pieces, focusing instead on the newness of comments and social media engagement activity rather than the timeliness of an article itself.
For big fans of memes, don’t fret—you’ll still see them around (as big fans of “Grumpy Cat,” we’re a little sad too). But this shrewd decision is ultimately going to mean bigger and better things for Facebook, because it stays in-tune with the growing desire from fans for quality content. By emphasizing the best, most significant pieces of information that are more meaningful to users, Facebook will successfully achieve what our second screen culture so often grapples with—not just capturing a virtual community’s attention, but keeping it too. As Facebook’s official blog stated, “The goal of news feed is to show the right content to the right people at the right time.”
Sound familiar? As other social media channels, such as Twitter, emerge as threats to capture users’ attentions, Facebook’s new algorithm is a very slick approach to influencer marketing—showing the right people the right messages, so that they feel more connected to the Facebook brand and community over competing social media channels. As author and Facebook Marketing Expert Mari Smith wrote on her profile page, “Content is king, but engagement is queen.”
For us, we couldn’t agree more. Long live the Queen.
Want to use Facebook’s approach for your business? Click here to see how companies are delivering the right messages to audiences with social media curation tools.