Facebook is constantly changing its news feed algorithm so that users can have a more constructive and enjoyable experience. Yes, it puts obstacles in brands’ way who are using social media marketing to boost their business but in the end, it is doing them a favor too. Because after all the effort and struggle they have to go through to reach people, they will likely get the most loyal ones of the followers, who are more engaging than an average follower.
“We are adding another factor to News Feed ranking so that we will now predict how long you spend looking at an article in the Facebook mobile browser or an Instant Article after you have clicked through from News Feed. This update to ranking will take into account how likely you are to click on an article and then spend time reading it. We will not be counting loading time towards this — we will be taking into account time spent reading and watching once the content has fully loaded. We will also be looking at the time spent within a threshold so as not to accidentally treat longer articles preferentially.”
A similar change was introduced last year but it was for the onsite posts that users spent more time looking at. That change was described by Facebook as:
“For example, you may scroll quickly through your News Feed and like a photo of your friend’s graduation, followed by sharing a funny post from your sister. You keep scrolling and happen upon a post your cousin shared detailing everything she did and saw on her recent trip. Her post even includes a photo. You spend time reading her post and the interesting discussion about the best places to eat that had broken out in the comments on this post, but you don’t feel inclined to like or comment on it yourself. Based on the fact that you didn’t scroll straight past this post and it was on the screen for more time than other posts that were in your News Feed, we infer that it was something you found interesting and we may start to surface more posts like that higher up in your News Feed in the future.”
The recent change will prove to be good because now it will be in the brand’s hands how it manages to keep people on their website blog post. They will have to put quality content on their websites so that it can be more engaging and interesting to people who are directed to their website through clicking on a Facebook link.
So, if you have a good Facebook post that encourages people to go over to your blog or website and then stick around reading the article, you have a really good chance at improving your Facebook rank. But if you just post click bait stuff simply to drive people to your website or blog without any actual good enough article to back it up, your Facebook rank might actually decrease.