Content Marketing Blog

Facebook News Feed update gives missed stories a second chance

Posts in the News Feed have become vital to many businesses Facebook campaigns and creating engagement with customers.

According to a study conducted by Nanigans earlier this year, page post ads delivered, on average, 14 per cent higher return on ad spend investment (ROI) than standard marketplace ads.

These page post ads also generated, on average, 45 times higher click-through rates (CTRs) than marketplace ads.

This demonstrates the effectiveness of such advertising posts on the platform, and how the ranking of these posts in the News Feed can be vital.

In a Facebook for Business blog post, Lars Backstrom writes that the goal of the News Feed is to deliver the right content to the right people at the right time.

However, there's always the chance that a story can be missed if people don't read further down their News Feed.

Facebook announced earlier today (August 7) an update to the News Feed ranking algorithm that will see "organic stories", which people didn't scroll down far enough to see, reappear near the top of the News Feed if they are still getting lots of likes and comments.

Early data indicates this update improves the News Feed experience, Mr Backstrom posted, with a recent test of a small number of users finding an 8 per cent increase in the number of likes, comments and shares on the organic stories they saw from Pages.

"Previously, people read 57 per cent of the stories in their News Feeds, on average. They did not scroll far enough to see the other 43 per cent. When the unread stories were resurfaced, the fraction of stories read increased to 70 per cent."

Mr Backstrom says that this data suggest that the update does a "better job" of delivering stories that people want to see, even if they missed them the first time.

"For Page owners, this means their most popular organic Page posts have a higher chance of being shown to more people, even if they're more than a few hours old."

Posted by April Revake.