If you run a Facebook page for your business then it is important that as many of your followers (those who have liked your page) as possible see you updates/stories. Otherwise, what is the point? Facebook should be used to engage with your customers but that can’t happen if your ‘reach’ is limited and your followers just aren’t seeing your posts.
Facebook has its own “News Feed algorithm” which it regularly tweaks. The algorithm uses several factors to determine which posts will show up in a user’s news feed. It could be completely overwhelming if your news feed showed all your friend’s updates so Facebook tries to second guess what you want to see and filters out the rest. At the end of the day Facebook would be worthless without its users so it needs to maximise user experience to keep them onboard.
Facebook’s most latest algorithm update is targeted at reducing stories that people frequently tell Facebook they don’t want to see. Updates that fall into one of three three broad categories (see below) will be penalised and unlikely to make it into news feeds.
Facebook updates to avoid
Like-baiting – explicitly asking users to like, comment or share a post in order to extend the reach it would normally receive. Asking users to like and share a post as entry to a competition would fall into this category.
Duplicate content – great content is often re-shared but pages will be penalised when the same photos or videos are uploaded to Facebook over and over again.
Spammy links – using inaccurate language or formatting to try and trick people into clicking through to a website that contains only ads or a combination of frequently circulated content and ads.
Tips to increase Facebook engagement and reach
Despite the fact Facebook is pushing more toward paid advertising it is still possible to have a good organic brand presence on Facebook. Here are our tips to maximising the reach of your Facebook posts:
Images – include relevant images (your own if possible) in your updates.
Schedule posts – know when your users are online and time your updates accordingly.
Encourage discussion – pose relevant questions and engage with your users.
Keep it short – posts of 80 characters or less are the most engaging.
Keep it relevant – stay true to your brand and only post updates that are relevant and add value.
Respond – reply to comments from your users, engage with them and continue the conversation.
Above all, and we say this time and time again, try and put yourself in the shoes of your customer. What would you want and expect to see from your brand if you were the customer?
We would love it if you would like to share any of your Facebook marketing tips. Please comment below.