In early 2018, Facebook CEO Mark Zuckerberg announced a significant change to the platform’s algorithm. The goal was to prioritize content from family, friends, and meaningful interactions over passive browsing and consumption. This move was in part to counter the spread of fake news and restore user trust in the platform. Below, we explore the key changes that Facebook made to its algorithm in 2018 and the impact these changes had on users, businesses, and content creators.
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The Primary Algorithm Shift
The biggest change to Facebook’s algorithm in 2018 was the prioritization of content from friends and family over posts from publishers, businesses, and news outlets. This means that users would see fewer posts from publishers on their newsfeed. Instead, Facebook aimed to promote more ‘meaningful interactions’ for users, favoring videos and posts from family and friends over branded content.
Impact on Users
The changes to Facebook’s algorithm did have a significant impact on how users interact on the platform. According to a post by Mark Zuckerberg, users reported spending 50 million fewer hours a day on the site, indicating that the changes had indeed reduced passive browsing. Meanwhile, users who prioritized social interactions over news content saw improved mental health and wellbeing, feeling less disconnected and less prone to depression.
Impact on Businesses
The primary targets of these algorithmic changes were the businesses, publishers and content creators. With fewer chances to appear on users’ feeds, businesses felt a decline in organic reach and impressions. Consequently, brands have become more reliant on running Facebook ads to keep their audiences engaged. Facebook’s algorithm updates also significantly affected businesses reliant on video content. The changes made it so that measuring engagement through views is less valuable than measuring interactions such as shares or comments.
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Impact on Content Creators
Content creators too were not left untouched by the updates to the algorithm. Influencers, for example, saw a decline in their reach and engagement rates as the new algorithm led to their posts appearing less frequently in the newsfeed. Consequently, content creators had to become more creative in engaging with their communities and producing more shareable and engaging content.
Year-on-Year comparison
To better understand the impact of Facebook’s 2018 algorithm change, it’s essential to put it into context by comparing it with previous years. In 2017, Facebook emphasized content from media organizations and publishers, responding to criticism of how the company had handled fake news during the 2016 U.S. presidential election. Before that, it was primarily driven by engagement and prioritizing content that generated a lot of likes, shares, and comments.
Conclusion
Overall, Facebook’s 2018 algorithm change had a significant impact on users, businesses, and content creators. By prioritizing family and friends over businesses and publishers, the company aimed to encourage meaningful interactions and discourage passive browsing. There were mixed results as businesses experienced a decline in organic reach and impressions, while users felt less isolated and became more active on the platform. Content creators adjusted to the algorithm’s changes, becoming more creative to keep their audiences engaged.
In the end, the 2018 algorithm shift was a sign of Facebook’s eagerness to tackle the issue of fake news being distributed on the platform. It’s an indication that Facebook understands the power it wields and the corresponding responsibility it has to create a healthier and more beneficial experience for all its stakeholders. As with all changes, not everyone would be satisfied, but it has been a positive step for the company away from a parade of ‘clickbait’ towards creating a more meaningful environment.
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