Facebook is working to show people more of the things they want to see, which according to an ongoing survey, doesn’t include promotional content. Facebook has announced that they are making a change to the News Feed post-sorting algorithm that will display fewer posts from company Pages that fall under the following criteria:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
Facebook provided two examples of posts that would fall under these conditions:
The social network explained how this change came to be in their blog:
We dug further into the data to better understand this feedback. What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive but it actually makes sense: News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.
There is some anticipated backlash from companies who utilize the majority of their posts for promotions and offers, citing that Facebook wants companies to pay them to advertise. However, Facebook states that this is only about providing the best user experience, and being responsive to what their survey found.