Live video, particularly politically-charged ones or breaking news, see the biggest share of comments. What trends can we see in what currently drives comments?Īs to the content with the highest percentage of comments, this hasn’t changed substantially from January 2017 to June 2017 to now. Here are the posts with the highest percentage of comments since the News Feed announcement:Īnd here’s a look at just news-focused Pages, again with little change since June 2017: But since the algorithm change, this number has skyrocketed to 11 percent. There was a “Trump bump” in January 2017 that mellowed out. In January 2016, comments only accounted for 3.36 percent of a top Facebook post’s engagements, on average. Looking at the top 100 Facebook posts from January 2016 onwards, we decided to compare the comments as the percentage of total engagements. We’ve already considered comments more valuable than likes, but now this is truer than ever. Spark a conversationĪccording to Facebook’s Adam Mosseri, Head of News Feed, content that sparks meaningful discourse and longer comments at that, will receive more distribution. In our own analysis, we’ve found that publishers only put about 20 percent of their web content on their Pages, the other 80 percent comes down to their readers. The rest comes from “personal sharing”, the stories you or a friend found on the web and shared yourselves. Most publishers only get about 50 percent of the engagement of their site content through their Page engagement. There has been serious growth in content’s reach on the platform.įor Facebook, power has shifted away from the publishers’ Facebook Pages, to the inherent virality of the content itself. We examined the LinkedIn shares on top content from as far back as January 2015. More and more, other platforms are playing a role in an article’s overall shares. It is mildly alarming that several of the top stories in June 2017 and this month came from YourNewsWire, a notorious fake news site. One might hypothesize that without Facebook’s News Feed emphasis, these harder news stories would languish, but the data shows that this hasn’t been the case. If we look at January 2016 and June 2017, we see more soft news. Surprisingly, the top stories since the algorithm change have been primarily hard news. We looked at January in 20, as well as June 2017 (since last January was skewed by the inauguration of Trump in the U.S.), and compared the top engaging web links across Facebook to the time period from the latest algorithm announcement change. In the roughly two weeks since the announcement, we decided to analyze what’s top across Facebook for web links, and what percentage of engagements came from other notable platforms. LinkedIn, Reddit, WhatsApp, etcetera - content creators have been diversifying their strategy to match. Sharing happens across web, platforms, email, the ominously-named “dark social”. Stories go viral because of people, not so much because of algorithms. What goes viral will continue to go viral. Let’s get down to what the impact has been. We decided to get away from all of the speculation and take a look at what we do best - data. Publishers on Facebook in 2018 /kQ4tqi1t19 However, some publisher Pages are already asking their followers to change user settings, to spare them from the algorithm changes: We noted the slowdown as early as April 2016, while other, more engaging formats like native videos were emphasized. Parse.ly noted a decline in traffic to publisher links from Facebook in November. It’s all about connections and bringing individuals together.Īs many have already posited, this isn’t new. Quality storytelling will be at the crux of content, as Facebook returns to its roots. It will come down to creating relevant and timely content that sparks conversations, or, spending ad dollars to rank in the News Feed. The change will force digital creators, publishers and brands alike, to focus on building meaningful relationships with their audiences. Mark Zuckerberg announced that Facebook’s News Feed will change so that users “can expect to see more from friends, family and groups less public content like posts from businesses, brands, and media.” Two weeks ago, Facebook sent publishers and content creators into a frenzy with its latest News Feed change.
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