Facebook will reward content related to trending stories with higher News Feed placement

Facebook’s organic reach is ridiculously low, but here’s a new update that’ll give Page admins a fighting chance of getting their posts seen.

Today, Facebook announced an update to its News Feed algorithm which would rewards posts from friends and Pages that were related to the day’s Trending Topics. These are news stories that are trending across Facebook, and visible in the top right corner of everyone’s Facebook News Feeds.

What this new update does is reward marketers for doing the same type of real-time marketing they are already doing on Twitter. If you post about a major news topic, television show or sports event, your posts are more likely to get shared across Twitter, and Facebook is now adopting that same model.

Another thing Facebook will be observing is the time between when a post goes up and the time it starts getting its first “likes” or “shares.” Here’s how Facebook engineers Ehrich Owens and David Vickrey explained it in a blog post:

If people are engaging with the post right after it is posted, and not as much a few hours later, this suggests that the post was most interesting at the time it was posted, but potentially less interesting at a later date. Based on this signal it is more likely to appear higher in News Feed earlier on and lower at a later date.

So it’s in marketer’s interests to get likes and comments as soon as possible after a post goes up, to give it more of a chance of staying high in the News Feed. In that way, Facebook is more likely to “bump” the post up, even if its chronologically low in a timeline.

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