1. Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.
    Dismiss Notice

Conspiracy Time: Facebook Reactions Affect Engagement and Exposure

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by Brian Michael West, Sep 25, 2019.

This forum sponsored by...
  1. Brian Michael West

    Brian Michael West
    Expand Collapse
    Noob

    First Name:
    Brian
    Dealer or Company Name:
    Dealer Authority
    Twitter Handle:
    SirBrianWest
    Joined:
    Jun 1, 2018
    Messages:
    29
    Likes Received:
    25
    Location:
    Los Angeles Area
    So I've been quietly wondering lately about Facebook reactions and whether they may affect your post's engagement and exposure.

    The question: Do you think "Angry" and "Sad" reacted posts are pushed down in the Facebook algorithm to reduce negative content on feeds? I'm a firm believer that Facebook has dopamine targets to keep people hooked and have the addictive urge to scroll and consume. A negative post would naturally be pushed down, right? Food for thought.

    (In other words, post quality and unique content that promotes happy engagement from the correctly targeted audience)

    tin.jpg
     
    Collapse Signature Expand Signature
  2. This forum sponsored by...
  3. Zach Houseknecht

    Zach Houseknecht
    Expand Collapse
    Noob

    First Name:
    Zach
    Dealer or Company Name:
    Susquehanna Auto
    Twitter Handle:
    zachhouseknecht
    Joined:
    Jul 24, 2019
    Messages:
    16
    Likes Received:
    17
    Location:
    Harrisburg, PA
    If it's anything like YouTube - it's valued the same or near the same as if they were "Thumbs Up" or other happy reactions. At least for a long time YouTube's algorithm promoted these "negative" videos the same way because they got engagement - not based on whether or not the engagement had good or bad reactions.

    That being said - for this industry - I agree wholeheartedly that we should be creating positive content that engages people and gets thumbs up and happy reactions.
     
    • Like Like x 3
  4. mbloom19

    mbloom19
    Expand Collapse
    Noob

    First Name:
    Mike
    Dealer or Company Name:
    445 Digital
    Twitter Handle:
    mbloom19
    Joined:
    Feb 20, 2013
    Messages:
    14
    Likes Received:
    5
    Location:
    Ferndale, Michigan
    I'm sure there is validity in your thought that the algorithm is programmed to push down negative content to keep the user experience positive however why would a business even think to publish negative content?
     
    • Like Like x 2
  5. Brian Michael West

    Brian Michael West
    Expand Collapse
    Noob

    First Name:
    Brian
    Dealer or Company Name:
    Dealer Authority
    Twitter Handle:
    SirBrianWest
    Joined:
    Jun 1, 2018
    Messages:
    29
    Likes Received:
    25
    Location:
    Los Angeles Area
    the amount of pages that post things just for shock value to replace lack of normal engagement is sad.
     
    Collapse Signature Expand Signature
  6. Brian Michael West

    Brian Michael West
    Expand Collapse
    Noob

    First Name:
    Brian
    Dealer or Company Name:
    Dealer Authority
    Twitter Handle:
    SirBrianWest
    Joined:
    Jun 1, 2018
    Messages:
    29
    Likes Received:
    25
    Location:
    Los Angeles Area
    Positive, quality, and custom content is definitely where it's at.
     
    Collapse Signature Expand Signature
  7. John.H

    John.H
    Expand Collapse
    Getting Refreshed

    First Name:
    John
    Joined:
    Nov 12, 2018
    Messages:
    69
    Likes Received:
    37
    Location:
    Chicago, Illinois
    Oh absolutely.
    upload_2019-9-25_12-58-30.png

    If Facebook uses similar metrics to assess the quality of advertisements, they're likely using identical metrics on the back-end geared towards organic content.

    For example - the metrics you see above are from an old subprime advertisement we ran with a dealer partner. Once fatigue set in and our ad began receiving Angry & Sad reactions, our quality score tanked. (this is common with running ads in the special finance sector)

    As a result our cost per lead became incredibly expensive ($15-$20 a piece)

    We refreshed the campaign with new creatives and are seeing a much better quality score:

    upload_2019-9-25_13-16-46.png

    Food for thought.
     
    Collapse Signature Expand Signature
    • Like Like x 2
  8. John__S

    John__S
    Expand Collapse
    Noob

    First Name:
    John
    Dealer or Company Name:
    Amato Auto Group
    Twitter Handle:
    digitalgangst3r
    Joined:
    Sep 4, 2019
    Messages:
    19
    Likes Received:
    13
    Excellent feedback on this topic. I was wondering the same thing while watching similar metrics on my Ads Manager. Even though Facebook would not want to promote negative content, when it added all the options to engage, what else would it before other than the algo?
     
  9. Brittany

    Brittany
    Expand Collapse
    Getting Refreshed

    First Name:
    Brittany
    Dealer or Company Name:
    Better Car People
    Joined:
    Jun 25, 2019
    Messages:
    38
    Likes Received:
    22
    Just another random thought, but Facebook thrives on the controversial topics being shared. Polarizing posts get so much engagement - both positive and negative - that I assume Facebook doesn't try to push it down.
     

Share This Page

This forum sponsored by...