If Facebook’s recent algorithm changes have left you with a splitting headache, I feel your pain. Learn & understand what Facebook likes and how users use the platform in order to create a Facebook strategy that puts your brand in front of more people.
In order to create a Facebook strategy, we have to look at the facts…or at least the facts as they stand today. Here are a few hard truths about Facebook:
You might not nerd out on statistics like I do, but those numbers tell us a lot about how to create a Facebook strategy. Let’s break it down.
While you might not like the ever-changing environment of Facebook, you still want your brand to have a presence there, right? So what’s a marketer to do?
Facebook has almost 2 billion users, and almost half of them access Facebook exclusively on mobile devices. So what does that mean for brands trying to share their content?
Make it mobile-friendly! Make sure your images stand out and include relevant keywords that will tell the mobile viewer at a glance what they’re looking at, and draw them in for more. Make your content easily digestible, since mobile viewers tend to scroll rather quickly.
The same goes for your website. If a Facebook mobile user likes your post and decides to click the link, be sure your website is optimized for mobile devices, as well. That means you shouldn’t have crazy pop-ups interfering with their reading experience, or ads that take up half the page.
Facebook Pages are all competing for the user’s attention, so in order to stand out above the noise and chaos of 50 million business pages, you have to be unique and have a loud social media voice.
Figure out what makes your brand unique and do it, with no fear or hesitation. There are a bajillion and a half brand pages (give or take) sharing the similar content in a similar manner, so do something different.
DON’T BE AFRAID TO PAY TO PLAY
Let’s get really honest for a minute, ok? It’s just me & you here. I know it sucks that Facebook now ranks paid posts higher than organic, but they are a BUSINESS. Businesses are in business to MAKE MONEY.
And for you, as a BUSINESS OWNER, you have to INVEST MONEY to grow sometimes. That doesn’t mean you have to invest a fortune, though.
Set a strict budget and don’t go over it. You’d be surprised what a difference $20 can do. Only pay to promote after seeing some good engagement organically, then boost that bad boy. Combine a few of these other factoids to make your paid post all the more epic (like by including video, for example).
No, not the band. Keep It Simple, Stupid. According to those stats up there, when it comes to popular posts, the shorter the better on Facebook, so get right to the point and be done with it.
I’m a talker by nature, but knowing that 40-80 characters is the sweet spot for higher engaging Facebook posts makes me drastically rethink how I share my content. This might mean letting the graphic do the talking, with bold and descriptive text…or more literally, in video!
Facebook posts with video have a higher reach than posts with photos or just text posts. People spend a ton of time watching video on Facebook, too, and if it’s pre-recorded, they prefer to watch it without sound. (Probably because they’re at work and shouldn’t be on Facebook to begin with, am I right? You know you do it.)
How does that affect your Facebook strategy? Um, hello? Make VIDEO. Seriously. And you don’t even have to be in it! Just be sure to include text overlays so people can watch them without sound and still know what’s going on.
*Helpful Tip: If your brand is working with influencers, have them create the video that you can share on your Facebook page to boost engagement.
Before Facebook’s most recent algorithm change, believe it or not, less was more. Business pages who posted more than twice per day saw a decline in engagement with each consecutive post, albeit not a steep decline. (source)
Since Facebook’s algorithm change, however, it seems that Facebook really likes fresh content, so sharing more often may actually help your engagement, as long as you don’t cross the line into annoying. According to a study shared on the Moz blog, Facebook pages that shared more frequently and with few to no calls-to action (i.e. “click here to read this post”, “what do you think? comment below!”) saw better engagement AFTER the algorithm change.
So the answer is a muddy “it’s up to you”, as far as how often you post on your Facebook page, but we’re definitely seeing that more is better right now, so experiment and find the happy place for your own audience.
As far as WHEN TO POST, that will be dependent on your own page’s insights, so be sure to check them often and adjust your posting schedule accordingly.
Now it’s time to get creative and put these statistics to work for your brand. Open the door for more effective communication with your consumers by utilizing Facebook Live, share more behind-the-scenes or real life customer reviews with recorded video, and keep those updates short & sweet. Your Facebook insights will thank you.