Many bloggers, business owners, authors, artists, and influencers have one thing in common: they use Facebook for efficient marketing. If you belong in any of these categories, it means you’re focused on making a personal or business brand known. All your marketing efforts are focused in that direction. Does your Facebook feed reflect that?
Take a look at your fan page. If it’s too busy or abandoned, you have a problem. If it looks distracted and scattered, you have a problem.
The way your feed looks like is not the only thing you should pay attention to. Facebook recently made a change in its algorithm. The platform is now prioritizing the interactions between friends over the interactions between people and fan pages. This means that you have to invest much more effort to get your posts in people’s news feeds. You might have the perfect fan page, but it still won’t be enough if people don’t see your content.
In his post regarding the changes, Zuckerberg wrote: “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
This gives us a hint. People are still seeing public content in their news feed. To get your content there, however, you have to make it more meaningful and engaging.
We’ll give you 7 powerful tips on how to make that happen.
Understand What This Means and Don’t Panic!
For pages that mainly rely on self-serving marketing messages, it means a significant decrease in organic distributions. People will start seeing less of their posts.
Once you understand what the new algorithm means for your brand’s page, it will be easy to realize that panic is not necessary at all. Although there’s tons of speculation about fan pages being pushed out of the feeds, there’s still a chance for your posts to be seen.
Do not try to “trick the system” by spamming with low-quality content only to encourage commenting, sharing, or tagging. The so-called engagement baits do not work, and Facebook is taking measures against such practices. “Tag a friend called Maria to tell her how much you appreciate her” does not work. Such an approach will only get your post sanctioned.
The point is to focus on quality. Read the remaining tips of our article; they teach you how to do that.
Reach Out to the Right Post at the Right Time
With the changes to the news feed, only posts that generate communication will gain distribution. This excludes general posts aimed at a broad audience since they don’t usually inspire interaction.
What can you do about this? Get serious about the type of content you create for Facebook.
- Start by analyzing your Facebook insights. They help you understand how your audience reacts to your content.
- The insights tell you when people usually react to your post. What time of the day or night is the activity peak for your audience? Use that data to schedule your posts, so you’ll engage more people with them.
- Pay attention to the type of content that attracts comments. Is it your calls for discussion? Is it mostly about infographics? Maybe your audience likes videos. Whatever the case is, understand what type of content your audience likes and focus on it. You should make your upcoming content even better but maintain that direction.
Stick to Relevance
Whenever you’re about to post something on your fan page, ask yourself: is it relevant to your target audience? If, for example, your audience followed you because you used to post high-quality news articles on your page, they won’t like getting pet videos over and over again.
All content you post on Facebook should resonate with the needs and likes of your audience. You had a goal when you initially started this page. Return to those roots.
Aim for High-Value Engagement
You want to attract engagement of high value, which goes beyond asking yes/no questions such as “do you like kittens?” on a post with a cute cat. Asking meaningful questions, such as “How does your cat handle the cold?” will trigger a conversation within the community.
You should still ask questions in your post, but they should be focused on building relationships with your audience. Ask them to share stories, experiences, and opinions. This approach will make your business page highly popular on Facebook.
Make Quality Your Focus
Even if you post new content twenty times a day, that won’t help you reach the news feeds of your followers. You want to invest efforts into developing high-quality content, which has the potential to increase the reach of your page through a single post.
Three or four posts per week are more than enough for a business page. If you keep posting more, people will start ignoring your post. That will result in a drastic decrease in your reach.
- Remember this once and for all: quality is the name of the new Facebook game! If you’re not capable of creating great content, hire a service like Best Dissertation. The professional writers will follow your instructions and develop content that will call to action. You can also hire this service for editing.
- If you decide to write your own content, use tools like Grammarly or Hemingway App to make sure your posts are readable and free of grammar and spelling errors.
Analyze the Update You Want to Share
Here are few questions to ask before sharing that post:
- Is the update written in a tone your audience usually likes?
- Are you sharing information they would care about?
- Does it come with an attractive photo, video, or another kind of visual content?
- Based on the insights from previous posts, is this the kind of content that will encourage engagement?
- Is it likely for your customer persona to comment on this post or share it with their Facebook friends?
Facebook allows fan pages to use the “go live” feature. According to Facebook itself, this is the best way for pages to interact with viewers in real time. Video streaming allows you to connect with them in an instant.
There are few types of live streaming you can share with your audience:
- Product launch announcements
- Challenges or contests
- Breaking news
- Behind-the-scenes videos
- Q&A sessions
- Series of live video shows
- Videos where you answer customer questions from your Facebook page
Since this will be a live video, you won’t have the luxury of editing it to perfection. That’s why it takes a lot of planning. It’s also important to promote the event, so your fans will know when to watch. You can even rely on Facebook paid ads to promote an important live streaming session.
Remember the most important rule: do not panic! See these changes not as a threat, but as an opportunity to improve your Facebook marketing game.