Facebook actualizará el newsfeed en enero 2015

Pues sí. Una vez más Facebook lo ha vuelto a hacer. Parecer ser que nuestros amigos del gigante azul andan algo inquietos y van a darle una nueva vuelta de tuerca al algoritmo que decide los contenidos que vemos en nuestro newsfeed.

Lo realmente curioso de esta noticia es la explicación que ofrecen desde el propio Facebook para justificar el cambio. Parece ser que Facebook, en su constante compromiso de ofrecer una experiencia grata al usuario, ha realizado una macroencuesta para conocer lo que piensa la gente sobre los contenidos que ven en su newsfeed. 

Los resultados (según Facebook) indican que los usuarios están un poco cansados de la cantidad de contenidos promocionales que ven en su sección de noticias. Ante esto Facebook realiza una puntualización: son los contenidos promocionales orgánicos (y no de pago) los que aburren a los usuarios. 

Parece ser (siempre según Facebook) que actualmente el algoritmo tiene cierto control para mostrar u ocultar los contenidos promocionales generados a través Facebook Ads. De esta manera el usuario no se siente bombardeado porque de alguna forma el algoritmo “escucha” los intereses del usuario y le mostrará únicamente los anuncios que le vayan a resultar interesantes (esto además está fuertemente vinculado con la configuración de la segmentación).

Sin embargo, cuando una empresa realiza una publicación promocional orgánica (no de pago), no hay forma de que el algoritmo sepa si esto le va a gustar (o no) al usuario. Y es ahí donde vamos a ver el cambio a partir de enero 2015

El cambio: enero 2015

Si gestionamos la fanpage de una empresa, a partir de esta fecha debemos llevar cuidado con el tipo de contenidos promocionales que vayamos a publicar. Según Facebook existen 3 tipos de contenidos promocionales que no le gustan al usuario:

  • 1. Publicaciones que únicamente piden al usuario que compre un producto o instale una app.
  • 2. Publicaciones que piden la participación en promociones o concursos.
  • 3. Publicaciones que repiten el mismo contenido que un anuncio.

A continuación tienes un par de ejemplos de este tipo de contenidos:

actualizacion newsfeed

 

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Si a partir de enero utilizas contenidos similares a los anteriores, es posible que casi ninguno de tus seguidores los vean.

Quizá te estés preguntando que cómo es posible que el algoritmo detecte los contenidos promocionales de aquellos que no lo son. Al fin y al cabo el algoritmo es una “maquinita” que se tiene que basar en algo para discriminar unos contenidos de otros. Si miramos con detalle las imágenes anteriores podemos hacernos una idea de qué es eso que hace saltar la alarma en el algoritmo.

A continuación tienes una lista con los puntos que (en mi opinión) pueden darle información al algoritmo sobre el tipo de contenido que estás publicando en tu fanpage:

  • Texto en las imágenes: Es una de las características principales del contenido promocional. Si alguna vez has realizado una promoción de pago en Facebook, habrás comprobado que el texto no puede superar el 25% de la superficie total de la imagen. Si superas este porcentaje aproximado, de manera automática tu anuncio será rechazado. Si pueden realizar esta discriminación en los anuncios de pago, también podrán hacerla con los contenidos promocionales orgánicos. La única diferencia es que aquí la publicación no será rechazada sino que será penalizada con un alcance casi nulo.
  • Determinadas palabras clave: Aquí vamos a lo obvio. Estoy seguro (aunque insisto en que es una opinión personal) que el algoritmo será especialmente hábil en detectar la existencia de ciertas palabras clave para asignarle la etiqueta negra de contenido promocional a una determinada publicación. Seguro que se te ocurren algunas de estas palabras: “compra” “descarga” “instala” “participa”, etc. En definitiva, todo lo que mueva a la acción al usuario final.
  • Números: Casi todos los contenidos promocionales llevan asociado algún tipo de número, como pueden ser las fechas límite o los precios: “últimos 5 días” “20% descuento” “Desde 15€” etc.

En resumen: si a partir de enero quieres seguir publicando contenidos promocionales de manera gratuita, vas a tener que hacer un ejercicio de creatividad para evitar caer en cualquiera de los tres puntos anteriores. A este paso realizar publicaciones en Facebook va a ser más difícil que jugar al Tabú.

Pero bueno, que todo sea por mejorar la experiencia del usuario (y ya de paso incrementar su cuenta bancaria al obligar a las empresas a recurrir a anuncios de pago).

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