Changes to Facebook’s native feed can improve reach and visibility

Updates to your Facebook native feed can improve the reach of your content and expose your brand to new audiences.

Facebook focuses its primary resource on discovery new content that offers users personalized recommendations as soon as they open the app.

Secondary feed contains content from people the user is friends with and pages they follow.

The addition of an algorithmically generated content suggestion feed will almost certainly impact Facebook’s content distribution.

Is this a good thing for marketers?

Here’s a full rundown of all the changes announced by Meta CEO Mark Zuckerberg.

Facebook Home Feed splits into two parts

Zuckerberg announced that Facebook’s home feed will be split into two tabs; home and Feed.

Home is the tab you see first when you open Facebook, while Feed is the tab with the content you’ve chosen to view.

Zuckerberg highlights the benefits of the new Feed tab, which makes it easier to follow posts from friends and family.

For content creators and businesses looking to grow their Facebook audience, the Home tab is the most interesting part of today’s posts.

The new Home tab turns Facebook into a discovery engine

Facebook’s new Home tab is a departure from the experience people are used to.

In the past, you might have opened Facebook to see a friend’s post or a popular local business page.

Now you can open Facebook and see personalized content from pages you’ve never interacted with.

Many publications describe the new feed as “TikTok-like,” which is true, as it is now an endless rabbit hole of content recommendations.

Design-wise, Facebook’s Home tab isn’t drastically different from the old feed.

Yes, the Home tab contains reels and stories, so it may seem like TikTok at first glance. However, it continues to display normal photos, videos and text posts.

You’ll even see friends’ content among suggested posts, meaning an updated feed it doesn’t take anything away.

This update adds to the Facebook experience by offering additional content that users wouldn’t normally see.

The increase in content suggestions may make it easier for people and Pages to build an audience on Facebook.

In a blog post, Facebook explains how the new native feed recommends content:

“Your Home tab is uniquely tailored to you through our machine learning ranking system. This system considers thousands of signals to help cut through the clutter and sort content in the order you find most valuable. We are investing in AI to best serve recommended content in this ranked experience.”

In the coming months, we’ll get a better understanding of what this update means for businesses and marketers.

The changes go into effect today. You’ll know you’ve got an update when you see a new Resources tab in the shortcut bar.

Sources: Facebook, Mark Zuckerberg
Featured image: DVKi/Shutterstock