June 15, 2021
Facebook News Feed post ranking

Facebook News Feed Post Ranking Changing

The Facebook News Feed post ranking algorithms are changing to combat spam and misleading clickbait content, for improved user experience…

The Facebook News Feed post ranking system is altering how it places content. The company is using detection signals to identify content that is spammy or misleading based on a few different factors. As a result, authentic posts will likely appear higher in users’ News Feeds. The company states, “Our goal with News Feed is to show people the stories that are most relevant to them.”

Facebook News Feed Post Ranking Signals Changing

Facebook already updated its Audience Network advertising guidelines, announced its initiative to combat hoaxes, and launched the Facebook Journalism Project to strengthen publisher relationships. Now, the social network seeks to identify and reward authentic posts.

“One of our News Feed values is authentic communication. We’ve heard from our community that authentic stories are the ones that resonate most — those that people consider genuine and not misleading, sensational or spammy,” Akos Lada, Research Scientist, James Li, Research Scientist, and Shilin Ding, Engineering Manager, wrote.

To achieve this, Facebook began classifying pages to identify which posted spam and/or encouraged users to like, comment, and share. The company utilized this collected data to, “train a model that continuously identifies whether posts from other Pages are likely to be authentic.”

Additionally, real-time signals are part of the changes. Timely posts and/or topics which receive a lot of user engagements such as likes, comments, and shares, might also appear higher in the News Feed for a short period. For instance, if a sports team wins a big game and that topic garners heightened user activity, those posts will temporarily see a boost.

Facebook states this won’t result in big change News Feed visibility for most Pages. However, some Pages might experience small spikes or slumps in referral traffic and clicks. Just last week, Facebook announced three changes to its Trending stories section and the company introduced publishing multiple articles within a single post for Instant Articles.

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