Customer engagement platform
Digital-first, omnichannel platform built for enterprises
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for live webinars and other events, like Khoros Engage
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for live webinars and other events, like Khoros Engage
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
On January 11, 2018, Mark Zuckerberg announced a call for “more meaningful social interactions,” and social media marketers everywhere looked up from their busy day's work. With the shift in focus from recency to relevance, the News Feed algorithm now attempts to prioritize family, friends, and groups over brands — unless they are able to offer users opportunities for genuine conversation and engagement. Brands and marketers wondered: What will this change for us and how can we keep up?
Though we explained the Spredfast (now Khoros) point of view on managing the changes that same week, we wanted to revisit the topic now that marketers everywhere have had a couple months to exist in this new paradigm. What we found should give your brand a lot of hope. Here are three tips to excel within the latest iteration of the algorithm (read our Social Media Pocket Guide for additional insight on how to maintain relevancy on social media):
At its core, the new algorithm works to prioritize and arrange posts that you will be most likely to interact with — the posts you, personally, would find most relevant. Zuckerberg’s underlying goal with this update is to ensure that time spent on Facebook is truly valuable to its users. What do we value? Genuine personal connections, which he argues are built through active interactions, rather than passive ones. Users are more likely to comment and react to a post with a familiar face rather than a brand’s post. But that doesn’t mean your brand has to go unheard all together: this new focus on fostering stronger person-to-person interaction challenges brands and marketers to create more story-driven and conversation-worthy content.
Relevance transcends what’s topical, especially in the age of meaningful interactions. Redirecting your content strategy from “what are people already talking about?” to “what do people want to talk about?” can launch your brand to the top of users' News Feeds. To predict what your audience will want to talk about you have to see what’s already been said. With Intelligence, you can in real time measure what’s been said and by who. By defining your who and what, you are able to gain an accurate read on what will be relevant to your preferred audience.
Every interaction on Facebook matters, but some more than others. For the most part, the actions users take on Facebook are entirely passive, i.e., hovering, watching a video for no longer than the default 6-second view, and not clicking through. Active engagement, on the other hand, is what all marketers aim for: reacting, commenting, and sharing. Here’s a quick breakdown of which interactions should matter most to you and why:
Comments lie at the top of this social media interaction food chain, as they are the essence of creating conversation online. A word of warning, though: It’s important as a brand to shy away from “engagement bait,” the act of asking for engagement versus gaining those engagements organically. An example of engagement bait might be, “Comment if you LOVE pizza!” goading social media interactions within the new algorithm will be read as spam and can result in Facebook dropping your post down on the News Feed.
Sharing is the next best form of engagement. Whether it is a link sent in Messenger or a post shared to a page, Facebook is measuring your private and public shares. Posts with a high mix of shares and comments will rise to the top.
Reactions are the most basic form of engagement, but they are still worthy of measure. For the people not likely to comment and share, reacting is their best bet. So while not the most robust engagement action on Facebook, reactions still add to your relevance score — a metric employed by Facebook to see the positive and negative feedback on your ads.
Figuring out who you’re speaking to is key in gaining positive engagements online, these recent stats can help shape your marketing strategy and assist you as you navigate Facebook’s updated algorithm.
It’s important to remember to speak with and not at your audience. Give users opportunities to interact with your posts as well as creating content that they can relate to because if users are relating to your content they’re more likely to speak about it, or to it.
Facebook prioritizes video content, as video content tends to drive more interaction and overall audience engagement. Pro-tip: Live videos create stronger engagements. Facebook Live videos get nearly four times the comments of any other post.
Audiences that are already interested and interacting with your brand create an online loyalty and can trickle through the top of their related friends’ profiles, especially if they are regularly engaging with your brand’s content. Adam Mosseri, Facebook’s Head of News Feed, has said that interactions around content in Facebook Groups are powerful. So, look to Groups when thinking of where to place content.
Evergreen content is content that stays relevant, doesn’t have an expiration date and doesn’t decay. Employing messaging that can transcend time could help build your brand’s unique voice online and generate consistent conversations.
Overall, Facebook’s recent change to foster more meaningful interactions online might redirect your content strategy — but then again, if you’ve already been following some of the best content marketing advice out there, it might not. The bottom line remains that good content that is tuned into the needs and challenges of your audience is going to win. That shouldn’t be a disruption to your current social media content strategy. In fact, some Spredfast (now Khoros) customers have found that they’ve seen similar engagement even with less overall impression volume in the wake of the algorithm change.
The changes do require brands — and/or the agencies they partner with — to be nimble: no one can afford to let complacency get in the way of remaining agile to the networks’ regular updates. The changes also mean that it’s no longer tenable for paid to live in a silo; instead, paid and organic social media must be in lock-step to keep up. Marketers need to push for more authentic and conversation-worthy content, keeping their brand relevant for their chosen audience, and therefore at the top of users' News Feeds. It’s time for marketers to find their brands’ place between and among friends and family.
For more information on how to stay relevant on social media, read our Social Media Pocket Guide.
Stay up-to-date with the latest news, trends, and tips from the customer engagement experts at Khoros.
By clicking Stay Informed, I am requesting that Khoros send me newsletters and updates to this email address. I agree to the Privacy Policy and Terms of Use.
Want to view our regional site for Australia?
Go to siteWant to view our regional site for New Zealand?
Go to site