In a Newsroom post Tuesday, Facebook announced an update to its News Feed algorithm that will push down text-only status updates from brands. While text posts from users lead to higher engagement, the same doesn’t hold true for businesses — text posts receive lower engagement than visual posts such as link shares, images, and videos.
Chris Turitzin, product manager, News Feed ranking for Facebook, explained in Tuesday’s post:
We are learning that posts from pages behave differently than posts from friends, and we are working to improve our ranking algorithms so that we do a better job of differentiating between the two types. This will help us show people more content they want to see. Page administrators can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.
What does this change mean for social marketers? They must create content that is more visual and less text-heavy. Below is a quick guide to best practices for more engaging Facebook content.
Bear in mind that these are guidelines, not hard and fast rules. Brands should ultimately match their content strategies to their audiences and engagement goals, even if that means a text update every once in a while.