Earlier this summer Facebook announced a series of changes to its news feed algorithm, eliciting mixed reactions among marketers. A few months on we analysed the impact the changes are having on customer referrals from the social network.
Although there was concern in the marketing press at the time of the changes, our analysis now suggests the changes have been a good thing for referrals and customer-get-customer marketing.
With the algorithm changes the social media giant prioritized the overall user experience of its newsfeed, over the capability of publishers and advertisers to spend their way in. That is a big win for relevance and trust-based social marketing.
Aron Gelbard founder of London based flower delivery brand Bloom & Wild, said: “We emphasise providing an innovative product and a great service to drive recommendations, so it’s great news for us that the Facebook changes have ended up rewarding our customers’ authentic sharing behavior."
The key changes:
• On 29 July, Facebook published ‘News Feed Values’ document, with a commitment to prioritise friends’ over publishers’ interests.
• Facebook announced a specific newsfeed algorithm change designed to reduce volume of so-called ‘clickbait’ articles on 2 August.
• Finally, on 9 August they released improved ad preference controls.
An analysis of the data from before and after Facebook’s main algorithm changes, suggests that referral may have already greatly benefitted. Comparing data three months prior to the change with three months after the change, the conversion rates from Facebook timeline sharing have increased by 22%.
Referral is powered by real, authentic recommendations being shared organically via social channels. Including, of course, Facebook… so the opportunity for referral marketing should be fairly obvious.
By Courtney Wylie, vice president of product at Mention Me
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