Since Facebook made significant changes to its newsfeed algorithm throughout 2015 and 2016, many businesses are finding it difficult to stay visible within the news feed. They realized that their old tactics no longer seemed to be working and that their post reach declined drastically. However, there are ways of working with these changes that can increase your reach in ways that are more profitable than before.
The official line is that Facebook wanted to make things more useful for their users. Facebook doesn’t want their users to be bombarded by absolutely every type of marketing effort out there, so they limit post reach in order to ensure that their users receive only the most relevant content to them. This helps the social side to flourish, but puts a lot of constraints on the marketing side for businesses. Anyone can see,though,that this is also a ploy to make businesses invest in Facebook Ad space. When it comes down to it, Facebook tied everyone’s hands quite effectively, as remaining visible in the newsfeed is really not possible without investing some money in Facebook Ads. This doesn’t actually need to be much; $10 – $20 a day is enough to see an increase in post reach. Aside from paid advertisement, in order to be perceived as relevant and picked up in the newsfeed, it can be helpful to optimise your Facebook profile and ensure that you are posting the correct content.
What is Considered to be ‘Quality Content’?
The newsfeed algorithm favors a particular type of content that is news-worthy or is high-quality, engaging content. For brands, it is actually better to post fewer, but higher-quality posts than to bombard the social network with average quality posts at steady intervals. Sotrender analyzed over 3000 profiles and noticed this trend: media sites saw a pretty consistent organic reach throughout the day, whereas brands saw a high organic reach only with the first post, with reach dropping after every additional post throughout the day. So, your content either has to be news or exceptionally engaging.
Creating Engaging Content
One way of creating good and engaging content is to share your blog posts across your social media networks. Blog posts are usually well written, well researched, and go into greater detail than is possible with a Facebook post or a Tweet. This would be weighted more heavily with relevance. Of course you can’t just post “I published a new blog post” across your networks, because even if the blog content might be good, that description leaves little incentive to click on and read it.
Another advantage of managing your own blog to publish content is that you can also utilize guest blogging. Guest blogging is a good way to increase your reach and social media impact, because as the blogger shares your post across their social networks, this helps to lead their audience back to you. Furthermore, you would include your business name and links to your social accounts in your guest post, giving you more exposure and engagement potential. Of course this is a give and take relationship, so this means that you need to also be open to them guest posting on your blog as well. It should be noted, however, that a blog is a huge undertaking with a significant time investment. Writing exceptional and engaging content on a daily basis is no easy task. If you do have the time and energy for such an undertaking though, it can prove to be very profitable.
Embracing the Potential of Video
Written content is not the only way of reaching and engaging a fan base. In fact, since Facebook boasts that over 1 million hours of video is watched daily by their users (currently over 1 billion), not embracing video would be a big content marketing mistake for any Facebook campaign. People engage with video in such high quantities because it is visual and easy to consume – not to mention that they are increasingly accessing Facebook via mobile, and Facebook videos are well suited for a mobile format. Facebook videos hold high marketing potential because they can be perfectly targeted, easily shared, and customers get a better concept of and connection to your brand.