RebelMouse Talk to Us
What the Latest Algorithm Change Means for Your Facebook Strategy

The dust is finally settling after Facebook's latest News Feed restructuring announcement. The initial shock has waned, and brands are now figuring out how to approach the unavoidable shift. And while it (still) may seem like the death of organic reach to many, there's more opportunity to be had than ever before.

Facebook has always had a leg up on other platforms. While users on most social platforms are typically passive in nature, Facebook's users have always been active contributors — whether it be by posting baby pictures, making a personal announcement, changing a relationship status, etc. But over time, the social giant started seeing a trend toward more passive, lazy content consumption. Video only exacerbated this laziness as users began scrolling through content without purpose, and certainly avoiding anything with a three-second pre-roll ad.


This made it harder for brands to get any kind of real loyalty from their audiences. Even when publishers saw a large spike in reach, chances are that their users engaged without taking the time to note who posted the content. This vicious cycle is what forced the social network to re-prioritize the way we consume content in the News Feed. But instead of cursing Facebook for it, it's time to focus on creating real, lasting loyalty that can withstand unexpected algorithm updates. Here's how:

Create Engagement

We must rethink how we engage with users moving forward. It's not enough to post and pray for engagement. You have to ask for it with every post. And not in a spammy way, but rather by posting thoughtful content that solicits organic reactions. Content that fosters conversation and creates a community of people you respect. Posts that generate meaningful comments and discussion are going to rank better in the News Feed than those that only receive reactions. Conversation is key.

Facebook invested heavily in its Group feature in 2017, and even rolled out new functionality that let brands and media companies create their own groups within Pages. We all know group discussions are engagement catalysts, so using Group is a no-brainer. It's an easy way to connect and boost engagement and control. Post algorithm update, brands should hone in on creating niche Facebook groups to build engagement with new and existing audiences.

In early 2018, Facebook introduced a version of WhatsApp for businesses, intended to make it easier for companies to connect with customers. The app, called WhatsApp Business, features smart messaging tools similar to Facebook's Messenger. Communication channels and tactics such as these are becoming more commonplace, and they're key to creating conversation, engagement, and loyal audiences.

Understand Organic Distribution

You can't buy fans anymore. The pay-to-play mentality won't get you the kind of organic reach you need to make it long term. You have to understand how to connect to likeminded Pages to create lasting communities. Dive into niche, relevant, and great-quality content that attracts new, loyal followers — and do so at scale and on a consistent basis. This is what will help you build a sustainable content model that drives repeat, direct visits.

Build Loyalty

If you aren't creating loyalty, your Facebook reach will decline quickly. Our CEO Paul Berry and Greylock's Josh Elman collaborated on a piece last year discussing how and why you must develop a front page audience. It's become more relevant now than ever. Facebook is forcing us, as creatives, to produce content that people want to return for. Content that has the same effect as Game of Thrones — the type that's worth enduring ads for.

To do this, your brand or media site has to feel personal, and its voice has to be crystal clear. Your audience wants a social experience where the content has both consistency and pattern. Scroll depth is the difference between whether you can monetize your content or not.

Axios is a perfect example. They continue to create reputable content in a format that mimics the social feeds, and the results they've experienced have been outstanding. They've figured out the key to organic loyalty, and people are now making Axios their home screen.

The importance of each individual particle within a given article is a content model we've been championing for quite a while. When we use the term "particle," we're referring to each individual component of your content — a tweet, an image, an infographic, etc. All of these individual pieces should be used to create engagement on their own. And when they're strung together, they create context and voice, which in turn creates loyalty.

Organic Loyalty, FTW

All of this boils down to the overarching theme of organic loyalty. Companies who banked on the pay-to-play model, abandoning the priority of building a loyal audience, are now up the creek without a paddle. To build an ambitious, sustainable business, it takes many shining moments to nurture your followers into a loyal partnership with your content.

For a thorough explanation on how to build organic loyalty, you can download our free white paper here.

Build on a Better PlatformReady to See More?
Request a Proposal
People on a train station
Rebel Insights

RebelMouse Q1 2021 Platform Updates

Speed, performance, and Core Web Vitals enhancements

Click here to read our Q2 2021 platform performance updates!

At RebelMouse, we pour our souls into making sure that our platform is always the most modern, high-performance CMS on the market. In fact, we invested over $100,000 worth of hours into our platform in Q1 2021 alone. This has resulted in updates and performance enhancements that publishers would have to pay for on their own to make happen on any other platform, such as WordPress. We're proud to be at a level of scale where we can invest this way into our platform, and we will continue to invest at this rate every quarter moving forward just as we have in the past.

Here are the major updates that we've added to the platform in Q1.

Keep reading... Show less
Build on a Better PlatformReady to See More?
Request a Proposal
RebelMouse Clients See Performance Improvement After AMP Optimization
Rebel Insights

RebelMouse Clients See Performance Improvement After AMP Optimization

Performance is a major pillar of our platform, which means we are always making changes — both big and small — to improve page speed. Our focus on fast websites isn't platform specific, either. We want to make sure that users have a top-notch experience however they view your content, and this includes our integration with Google's AMP format.

Our team of traffic-obsessed developers recently implemented some performance optimizations to enhance our platform's integration with AMP, and that has improved the average response time for our clients. This means that users are able to access your AMP pages more quickly, which, in turn, improves your site's traffic from Google.

Here's a breakdown of the changes we've made:

Keep reading... Show less
how to make images seo friendly
Rebel Insights

Keep Search a Priority With SEO-Friendly Image Filenames

There are a lot of factors that go into a successful search engine optimization (SEO) strategy, including performance, structured data, and, of course, choosing the right keyword(s). Our proprietary search technology helps content creators prep every article for success on search. This all-encompassing approach includes the use of SEO-friendly image filenames.

On RebelMouse, if you assign an alt tag to an image in Entry Editor, that alt tag will also become the image's file name. Briefly, alt tags describe images for search engines, and also allow people using screen readers to know what the image is without actually being able to see it. Adding your desired search phase to every alt text field, and in turn every image file name, will reinforce its relevance to Google's crawler, bringing you one step closer to the top of search returns.

Keep reading... Show less
Build on a Better PlatformReady to See More?
Request a Proposal