“We’re learning that the time people choose to spend reading or watching content they clicked on from News Feed, is an important signal that the story was interesting to them.” Facebook’s Moshe Blank and Jie Xu wrote in a blog post.
Time you spend reading an article is the key of your Facebook news feed
In a blog post about the update algorithm, Facebook says:
“This update to ranking will take into account how likely you are to click on an article and then spend time reading it. We will not be counting loading time towards this. We will be taking into account time spent reading and watching once the content has fully loaded.
We will also be looking at the time spent within a threshold so as not to accidentally treat longer articles preferentially.”
It does not matter if an article is an Instant Article viewed on Facebook, or one viewed in a mobile browser. The timing will be monitored and treated in the same way.
This will help Facebook to understand which articles might be interesting to users based on how long they (and others) read them. So users will be more likely to see stories they’re interested in.
Avoiding repetitive post from same publishers
People enjoy reading article from a wide range of publishers. Getting the feed from the same publisher back to back is repetitive. Facebook will reduce how frequently people see several posts in a row from the same source in their Facebook news feed.
What is the impact on existing pages?
Update is already rolling out. You will not see significant changes. Just a bit up and down in traffic. As always, Pages should refer to Facebook’s publishing best practices.