Decoding the Facebook News Feed: An Up-to-Date List of the Algorithm Factors and Changes


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Update, November 14, 2014: Facebook will begin monitoring and reducing the appearance of overly promotional posts from Pages, beginning in January 2015. Overly promotional posts, according to Facebook, may include:
1. Posts that solely push people to buy a product or install an app
2. Posts that push people to enter promotions and sweepstakes with no real context
3. Posts that reuse the exact same content from ads
Pages that post promotional creative should expect their organic distribution to fall significantly over time.
Here’s an example of a type of promotional post:
1

Update, November 7, 2014: Facebook users now have additional control options for choosing what they see in their news feed. What’s particularly interesting about this is that you can now do the following:
“You can filter the view by people, Groups or Pages, or see them all at once.”
Here is how this looks inside the app:
2

Update, November 6th 2014: Passive fans of a particular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page.
Note: We’re constantly refreshing this post. All information you read below is accurate and up-to-date as of November 6, 2014.
Does this sound familiar: People have liked your Facebook page or followed your profile, and when you post a new update, less than 10 percent of your fans and followers ever see it.
It’s a challenge that many Facebook marketers face. How do you get your content seen on Facebook?
The secret is in understanding the Facebook News Feed and its mighty algorithm. The Facebook algorithm helps make sense of the huge number of potential stories and updates that could come our way, choosing updates to show in our News Feed based on a huge number of factors.
Here’s our solution: We want to help you understand how your updates get viewed on Facebook. So we’re collecting all the Facebook algorithm factors, updates, and changes that we can find and placing them here in this post for easy reference.
Read on, and see what goes into the complex, fascinating formulas of the Facebook News Feed.

facebook-news-feed

Note: This post will be updated with the latest Facebook algorithm news and changesas they happen. We’ll make a note up with for the latest date. Got something to add to this post? Let us know in the comments or by emailing hello@bufferapp.com.
The Overview of Facebook News Feed Factors
How does Facebook decide what to show in a News Feed? Here are the factors that may determine whether your post shows up or not.
Do this: The algorithm loves …
• Posts with lots of comments
• Posts with lots of likes
• Post types that users seem to prefer more than others (e.g., photo, video, or status update)
• Posts that reference a trending topic
• Posts that receive a high volume of likes, comments, or shares in a short time
• Link posts
• Videos uploaded to Facebook that receive a large number of views or extended viewing duration
• Posts that tag other pages within the text
• Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with often
• Post types that one interacts with often
• Posts from pages with complete profile information
• Posts from pages where the fan base overlaps with the fan base of other known high-quality pages
• Images and videos that have not previously appeared in the Open Graph
• Links that have not been posted before
Don’t do this: The algorithm is not too keen on …
• Clickbait
• Frequently circulated content and repeated posts
• Like-baiting
• Posts that include spammy links
• Text-only status updates from pages
• Posts that are frequently hidden or reported (a sign of low quality)
• Posts that contain the words “like, comment, or share”
• Posts with unusual engagement patterns (a like-baiting signal)
• Posts that receive negative feedback categorizes as “meme content”
• Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image
• Passive fans of a particular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page.
• Overly promotional content from pages—pushing people to buy an app or service, pushing people to enter a contest or sweepstakes, posts that reuse the same text from ads
Details: How Facebook decides what appears in a News Feed
The total number of comments and likes on a post impact visibility.
The post type—photo, video, or status update—impacts visibility.
The stories that show in your News Feed are influenced by your connections and activity on Facebook. This helps you to see more stories that interest you from friends you interact with the most. The number of comments and likes a post receives and what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.
(source: Facebook, 2014)
Posts that reference a trending topic may receive higher visibility.
When a friend or Page you are connected to posts about something that is currently a hot topic of conversation on Facebook, that post is more likely to appear higher up in News Feed, so you can see it sooner.
Trending topics appear in the right sidebar of your Facebook News Feed. For timely posts, Facebook may show a “trending” notification at the top of the post.

(source: Facebook, September 2014)
The timing of when likes, comments, and shares occur on a post impacts visibility.
Currently one of the signals we look at is the total number of likes that a post has received when determining how high up to to show it in News Feed. With this update, we are going to begin looking at when people are choosing to like, comment and share.
(source: Facebook, September 2014)
Clickbait drives down the visibility of a post.
Facebook will show fewer clickbait posts in the News Feed. A couple of ways they determine clickbait include:
• If a user clicks through to a link and then comes straight back to Facebook
• If a lot of people click on the link, but relatively few people click Like or comment on the story when they return to Facebook
(source: Facebook, August 2014)
Link posts receive preference over links shared in photo captions or status updates.
(source: Facebook, August 2014)
The views and viewing duration of videos uploaded to Facebook impact visibility.
This factor does not include videos shared from YouTube, Vimeo, or other sites.
(source: Facebook, June 2014)
Frequently circulated content and repeated posts are shown less.
There are occasionally instances where photos or videos are uploaded to Facebook over and over again. We’ve found that people tend to find these instances of repeated content less relevant, and are more likely to complain about the Pages that frequently post them. We are improving News Feed to de-emphasize these Pages.
(source: Facebook, April 2014)
Like-baiting posts are shown less.

like-baiting-screenshot

Like-baiting refers to posts explicitly asking users to take an action on the post like commenting, sharing, or liking. These posts tend to get greater engagement but Facebook users don’t associate these posts with quality.
(source: Facebook, April 2014)
Posts that include spammy links are shown less.
By measuring how frequently people on Facebook who visit a link choose to like the original post or share that post with their friends, we’ve been able to better detect spammy links.
(source: Facebook, April 2014)
Tagging other pages within a post may increase visibility.

br_howard-v2-1

When a Page tags another Page, we may show the post to some of the people who like or follow the tagged Page.
(source: Facebook, February 2014)
Text-only status updates from pages are shown less.
the latest update to News Feed ranking treats text status updates from Pages as a different category to text status updates from friends. We are learning that posts from Pages behave differently to posts from friends … Page admins 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.
(source: Facebook, January 2014)
Posts that are liked or commented on by friends may be shown more.
You see stories in your News Feed about your friends’ activity on Facebook, including when your friends like or comment on posts from people you’re not friends with.
You also might see stories in your News Feed about your friends liking or commenting in public groups that you’re not a member of.
(source: Facebook, 2014)
Related articles add an extra opportunity for visibility.
Soon, after you click on a link to an article, you may see up to three related articles directly below the News Feed post to help you discover more content you may find interesting.
(source: Facebook, December 2013)
4 factors that increase visibility:
1. How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted
2. The number of likes, shares and comments a post receives from the world at large and from your friends in particular
3. How much you have interacted with this type of post in the past
4. Whether or not you and other people across Facebook are hiding or reporting a given post
In addition to these factors, Facebook also bumps older organic stories that people did not scroll down far enough to see the first time. These posts can reappear near the top of News Feed if they’re still getting lots of likes and comments.
(source: Facebook, August 2013)
3 elements of pages that may increase visibility:
1. How frequently content from a certain Page is reported as low quality (e.g., hiding a Page post),
2. How complete the Page profile is
3. Whether the fan base for a particular Page overlaps with the fan base of other known high quality Pages
The article on Facebook claims that over 1,000 different factors go into the News Feed system to calculate the score of a News Feed story. Recommendations from the article include:
• Make your posts timely and relevant
• Build credibility and trust with your audience
• Ask yourself, “Would people share this with their friends or recommend it to others?”
• Think about, “Would my audience want to see this in their News Feeds?”
(source: Facebook, August 2013)
Content signals
• Like-baiting signal: Words such as “like, comment, or share”
• Like-baiting signal: Unusual engagement patterns
• Meme content signal: Negative Feedback categorized as “meme content”
• Meme content signal: Visual analysis of overlayed text on image
From Social Bakers, these factors include some of the proven and theoretical ways that the Facebook artificial intelligence works to gauge the quality of a News Feed post. The above factors would lead to a post receiving lower visibility in the News Feed (like-baiting and meme content are considered low-quality). The below factors for original content would lead to a post receiving higher priority in the News Feed.
• Original content signal: Has image/video existed in Open Graph before?
• Original content signal: Has this link been posted before?
(source: Social Bakers, May 2014)
Old posts stand a good chance of being seen.

The above chart comes from an analysis by the Washington Post’s Tim Herrera of his personal News Feed. He tracked and charted over 3,200 posts on a single day, posts that came from Facebook friends and pages he has liked. He ended up seeing nearly as many old posts as new posts—and missed out on a huge number of other new posts from friends and pages.
The takeaway: Old content has a longer shelf life in the News Feed than we may think.
(source: Washington Post, August 2014)
Affinity can impact the visibility of a post.
One of the factors the Facebook News Feed algorithm considers is affinity–that is, how much of a connection you have with each fan. If you can get them liking, commenting on, and sharing more content, you demonstrate a greater affinity and they will see more of your future content.
(source: Inc, October 2014)
Lower fan engagement may lead to bundled posts.

Travis Bernard of TechCrunch noticed bundling of a page’s posts in the News Feed. The explanation:
Whether or not the stories collapse into a single update is completely dependent on user behavior. If you’re engaging with a page’s posts on a consistent basis, the stories will not collapse. If you have not been engaging with the page’s posts within the News Feed on a regular basis, the stories will likely collapse for you. The difference is whether you are a passive fan or a die-hard fan.
(source: TechCrunch: November 2014)
Useful resources
Here’s a must-see video about the quality of your Facebook page’s fans and how this might impact the engagement on your posts and, therefore, the visibility and reach of your content.
Mark Zuckerberg addressed the topic of declining Facebook reach in a Q&A held on November 6. The discussion begins at the 16-minute mark of the below video.
Could you help us make this resource more complete?
We’d love your help in tracking any changes and factors to the Facebook News Feed so that this post can be as complete as possible.
Is there anything that we’ve missed?
Is there any news that came out recently that we should add?
Let us know by leaving a comment on this post or emailing us at hello@bufferapp.com. We’ll be happy to pass along a hat tip in the post for any and all good leads.
We hope this resource comes in handy for you as you navigate your Facebook marketing strategy. Let us know how things go, and if there’s anything we can do to improve the way we help.
Image sources: Noun Project, Blurgrounds, PlaceIt

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