Facebook and Google are competing aggressively to deliver the best user experiences possible.
In fact, in the last month, Facebook began experimenting with ways to bring users news feed items that more perfectly match their true interests.
How are they doing that?
Facebook is developing a new algorithm that measures the time each user spends viewing posted material and uses that data to determine what material to deliver in future feeds. The longer the time spent with a particular post from a particular page – the more likely content from that page will be delivered in future sessions.
What does this mean for marketers?
Well, for one thing, gaining post “likes” and shares for the sake of “likes” and shares – while still important – will matter less (and hopefully kill the practice of link baiting).
What will matter more?
In the future, if you want to have Facebook content that is seen on a regular basis by a greater number of followers – you’d better make sure your content is engaging and of high value. And that goes for videos as well as text and still photos.
The end result?
Your organic reach will rise – and as a consequence – your shares and “likes” will grow with it. A win-win.