Facebook is again making changes to their algorithm. Facebook used to use three factors to determine EdgeRank; Affinity, Weight, and Time Decay. But now they are going to be using thousands of different factors to determine whether your posts get seen.
Here’s what’s happening:
The average friend count has jumped from 75 (a few years ago) to more than 130 now — and the average Facebook user has Liked 80 pages. And these numbers may be low.
But if the statistics represent the average — this means each person is connected with at least 210 pages & people.
If each person posts 4x per day, that equals 840 posts for you to consume in a 24-hour period. It’s not possible to digest 840 pieces of content each day — unless you never leave Facebook!
So Facebook needs to find a way to keep you on Facebook. Facebook was originally intended to connect with people, not businesses. If all you’re faced with every day is a bunch of Ads, you’d probably go away, never to return.
It’s a fact that people just aren’t going to choose seeing your company’s posts over seeing pictures of somebody’s grandkids — the posts with the kids are way more personal & important than whatever you’re selling.
So how do you get your posts in the newsfeed of your followers?
That’s going to be difficult. But the good news is that if you’re determined and stick with it, your chances will be better because fewer will try.
But basically, here is what it’s going to take:
1. Post better content
2. Buy ads
Pretty simple really. Page owners are not going to get a free ride on facebook any longer. I guess we’ll just need to appreciate the free ride we’ve gotten up till this point and learn how to make it work moving forward.
So here are some tips:
1. Post Better Content –
Mix up your posts with text, photos, blog posts, questions, and other types of content. I’ve found that once per hour or so is good. The more you post, the more people will see your posts, and the truth is the more people who see and interact with your posts, the higher your Facebook algorithm will be. If fans aren’t engaging with your content though, nobody will see them.
So when I post a funny image & you comment on it, you’re more likely to see my next post — and hopefully click a link to visit my website. If you typically post only promotional items on your page, you’re going to see a decline in engagement, so mix in some light-hearted content or something that adds value to your readers. Now, more than ever before, you need to know exactly what it is that your readers want. But mix it up a bit.
In my blog post titled How to Increase Engagement on Facebook Posts I give you some ideas about how to use content.
2. Buy Ads –
As a business owner, you should have a budget for buying ads – whether in your local newspaper, TV, Radio, Google ads, or Facebook ads.
Using ads in Facebook can help you:
• Gain new fans
• Keep existing fans engaged
• Direct users to your website
This can be as simple as boosting posts. In fact, boosting posts is a cost effective way to get a particular post seen by as many as you are willing to pay for.
I have another blog post titled Facebook Ads vs. Promoted Posts – Which is Best? Which will help you with this.
Does this sound too simple? It’s definitely going to take a little trial and error, and you’ll only want to promote the posts that will give you the largest bang for the buck. But if you post better engagement and buy ads to promote your posts, you should see a higher reach and better engagement on your content.
<—— Did this article help you? If so, it would mean a lot to me if you would share it with others!!! And, share your comments below! I would LOVE to know more about you and your thoughts on this subject!
Let’s have some conversation!
By Lynn Huber
p.s. Finding quality content is probably the hardest part of being a Community Manager & running a Facebook page. Always keep your eyes open for new and exciting things you can add to your marketing tactics and keep your readers engaged. It will definitely pay off in the end.
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