It’s no secret that many brands on Facebook are seeing less engagement with each post and that organic reach is going down significantly. While it is rumored that Facebook is intentionally withholding brand posts, really, it all boils down to the millions of posts created daily and Facebook’s constantly changing algorithm. Users simply cannot consume the average 1,500 posts per day that would naturally show up in their newsfeed. Given Facebook’s interest in keeping their users engaged and coming back, they strategically show users content which is likely to be the most interesting to them based on their activity. So, this begs the question, “How do I get my content to show up in newsfeeds and seen by my fans?â€
We’d be lying to you if we said we knew exactly how to make this happen. In-fact anyone who claims to have figured out the mystery that is Facebook organic reach, don’t trust them. What we do know, however, is that there are a few things you can do to improve your chances of naturally appearing in the newsfeed and increasing engagement with your current fans. Increase your reach on Facebook and be seen with these tips:
Post frequency is important. It is highly recommended that as a brand you post between one and two times per day. Posting too infrequently decreases the opportunities fans have to interact with your brand causing your posts to be seen less often. In contrast, too many posts can hinder your success as well. Don’t bombard fans with content, because just as easy as it was for a user to like your page, they can unlike your page.
Track your posting efforts. Facebook has created insights so brands can gauge the overall success of their page and view the most effective posts shared. Take advantage of this free tool and determine which posts were your best and at what times they were posted. Once you have determined which content your fans like the most and times they are most active, you can easily replicate this. Increasing the engagement on your posts will up the chances your content is seen by existing and potential fans.
Know your audience. It’s not enough to have likes on Facebook. It’s imperative that the likes you amass are genuine. When your audience on Facebook is comprised of real fans and followers, creating content for them should come easily. Your fans want to hear what you have to say (That’s why they liked your page!) share with them news and updates from your brand, but don’t be afraid to mix in content that appeals to them but doesn’t necessarily have to do with your brand. A variety of interesting content will naturally lead to increased engagement.
Use rich media. Every post should be created with images or video. Visuals are known for grabbing a user’s attention much more quickly than plain text. So when it comes to sharing your latest blog post or newest offering, be sure to add an image that is relevant, eye catching and worth sharing.
Optimize your text. First, the content of your post should be short and sweet. Research by BufferApp states that the ideal length of a post is just 40 characters long, which is 100 characters short of the Twitter max! Next, in those 40 characters, add a bit of mystery and evoke emotion. Posts that people can relate or make them curious often get much more like and engagement. Finally, make it awesome! Great content that people want to be associated with is much more likely to be shared. Put time into your content, the extra effort will absolutely pay off in the form of increased likes and engagement.
If all else fails, pay for it. We know, Facebook budgets aren’t known for being huge. If you want to be seen by the masses Facebook has a fantastic tool, the Power Editor, which allows you to target to an ultra-specific audience and even time when your ads or boosted posts are viewable. If your brand has it in the budget, paid Facebook posts can help you increase engagement and build a Facebook fan base.
