While I’ve been harping on about current state of the Facebook platform in parts 1, 2 and 3 of this series, I think it’s time we look at what Facebook can do to improve the overall user experience and boost the ROI for it’s advertisers like you and me. Ultimately, if they don’t do something we’ll soon see a day where companies like Mars Digital will be making recommendations to our SME clients to put their money elsewhere.
Facebook, now a part of Meta Platforms, has faced growing criticism over the past few years regarding the overwhelming presence of ads and recommended content on users’ feeds. As the platform continues to evolve, it is crucial for Meta to address these concerns and implement changes that can enhance user experience while maintaining the effectiveness of the platform for advertisers. Here are several detailed suggestions on how Meta can balance ads with organic content to improve Facebook.
Balance Ads with Organic Content
Algorithm Adjustments
One of the primary ways Meta can improve the Facebook user experience is by revising the algorithm that determines what content appears in users’ feeds. The current algorithm heavily prioritises ads and suggested pages, often at the expense of organic content from friends and followed pages. By adjusting this algorithm, Meta can create a more balanced feed that enhances user satisfaction and engagement.
Prioritising Content from Followed Pages and Friends
Users primarily join Facebook to connect with friends, family, and pages that interest them. However, the current feed algorithm often prioritises paid content, making it difficult for users to see updates from their personal connections and followed pages. To address this, Meta should:
- Recalibrate the Algorithm: Adjust the algorithm to give higher priority to posts from friends and followed pages. This means that updates from a user’s social circle and liked pages would appear more frequently and prominently in their feed.
- User-Centric Adjustments: Incorporate user preferences more directly into the algorithm. Allow users to indicate which types of content they want to see more of and adjust the feed accordingly. This could be done through simple in-app surveys or settings options where users can rank their interests.
- Contextual Relevance: Ensure that the content shown in users’ feeds is contextually relevant to their interests and recent activities. For example, if a user frequently engages with travel-related content, prioritise organic posts related to travel over unrelated ads.
Enhancing Organic Content Visibility
Currently, many businesses struggle to reach their audience organically due to the overwhelming presence of ads. By enhancing the visibility of organic content, Meta can foster a more authentic and engaging user experience. Steps to achieve this include:
- Boosting Organic Reach: Increase the baseline reach of organic posts from business pages, ensuring that these posts are seen by a larger portion of followers without requiring paid promotion.
- Content Quality Scoring: Develop a quality scoring system for organic content that prioritises high-quality, engaging posts. This system could take into account factors such as user engagement rates, content relevance, and post frequency.
