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As one of the largest social networks globally, Facebook’s announcement that they are rolling out the newly redesigned Pages experience took many businesses and marketers by surprise. The updated Pages experience is intended to make it simpler for public figures and creators to build communities and achieve their business objectives, but what does this mean exactly?
Let’s Start With What’s New
Straight from Facebook’s announcement, the new update includes:
- A redesigned layout that’s simpler and more intuitive
- A dedicated news feed to discover and join conversations, follow trends, interact with peers and engage with fans
- Easy navigation between personal profile and Pages
- Updated task-based admin controls giving trusted Page admins full control or partial access
- Actionable insights and more relevant notifications
- Safety and integrity features to detect spammy content and impersonator accounts
Though several great features have come into play with this update, the new Facebook Page experience could potentially cause significant fluctuations in businesses’ visibility and conversations.
The Facebook algorithm previously helped users find posts that matched their interests. However, Facebook’s latest update will focus on promoting content that elicits meaningful interactions. This means content that draws authentic responses from users through comments will now take precedence, and longer comments will be favored over shorter ones since they tend to bring a more engaging perspective. Facebook hopes to spark conversations through the new dedicated News Feed and Choose How to Interact feature, which gives users the option to choose the page they would like to interact as.
The dedicated News Feed will also suggest new connections — other public figures, Pages, Groups and trending content that a Page or public figure cares about. To make Page conversations more visible to a wider audience and surfaced more frequently in their followers’ News Feed, comments from public figures will be bumped to the top of the comments section.
Head of Public Connections and Monetization
While this may not be a problem for some businesses, many of us recognize that this will clutter our News Feeds and make it impossible to see the Pages our businesses actually follow. The workaround would be to manually search for the companies your business is targeting, then interact with them directly on their business page.
To do this, expand a post that has a photo or video attached to it and click the icon located next to the share button. From here you can select which page to interact with the post as. Please note that this option does not work for posts that are just text or share a link.
If Push Comes to Shove
While Facebook proceeds to update and refine the new Pages experience, there is a fair chance that changes could be made to either the News Feed or the Choose How to Interact feature. In the event that the we lose the ability to choose which page we would like to interact as, here are some ways we can improve our News Feed:
Unfollow Unrelated Pages
Depending on how long you’ve had your business Page, the amount of people you are following might have grown quite large. This means Pages that no longer pertain to you or your business could be appearing in your News Feed. Unfortunately, Facebook doesn’t make it easy to see all of the Pages your Page is following, so the process of removing them from your feed is rather tedious. To prevent these Pages from popping up, whenever you see one in the News Feed, you must hover over their icon and unfollow them individually. Unliking a Page will also unfollow them at the same time.
Change Your Follow Settings
Now that Facebook is suggesting other public figures, Pages, Groups, and trending content, it is likely that your News Feed is congested with unrelated content. In order to more frequently see the Pages of businesses you actually follow, update Pages’ Follow Settings. You can access a Page’s Follow Settings in the same way you unlike them. In the News Feed, hover over a Page’s icon, click the three dots next to the Liked button, then select the Follow Settings. From inside the Follow Settings, you should be able to choose how a Page’s posts will appear in your News Feed. Select Favorites for Pages you want to see higher in your News Feed, or select Off for Pages whose posts you never want to see.
We’ll continue to share our insights on any future Page updates.