- Influencers seem to be well-positioned to benefit from Facebook’s latest algorithm change.
- With Facebook effectively removing brands from the equation, it will automatically boost organic engagement around influencer content on the platform.
- But it’s up-and-coming influencers, not the big-name influencers, that are likely to benefit most.
- That’s because bigger influencers were pushed to convert their profiles to “business pages” last year — which are presumably going to take a hit with the latest changes.
Facebook’s latest algorithm change may make life a lot harder for publishers and businesses accustomed to getting their messages in front of the platform’s users with relative ease.
But it could have a surprising benefit for digital influencers – particularly those with budding followings.
In a blog post explaining the changes, Facebook’s head of News Feed Adam Mosseri said that page posts that generate conversation between people, such as videos posted by “creators” will now show up higher in News Feed.
“Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities,” he wrote.
In other words, as Facebook moves toward prioritizing content from friends and family (like baby pictures) in the News Feed, influencer content – especially the kind that sparks conversations between family and friends – is likely to also get a boost.
Influencer content is already inherently more engaging than regular organic brand posts, Marco Hansell, CEO at influencer marketing company Speakr, said. With the platform now effectively sidelining brands, it will automatically boost organic engagement around influencer content even more.
“Content has five to 10 times better engagement when posted by an influencer rather than a brand, and that number will now go up even more,” he said. “The Facebook algorithm change provides an opportunity for influencers to stake a claim around the old slots left empty by brands and publishers.”
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