Have you noticed that less and less of your Facebook ‘mates’ are seeing your awesome posts? Yeah, so have I. Here’s some reasons why, and 3 tips to boost your Facebook performance.
Small businesses jump onto Facebook firmly believing every fan who likes their page will see every piece of content posted to the news feed. Unfortunately, this is simply not the case, as Facebook is guided by an algorithm, which forms the back bone of the Facebook business. Facebook changes the algorithm regularly, and when Facebook changed it in 2014, the number of fans who were ‘fed’ your posts decreased from around 15% to roughly 5%, if you were lucky.
So, what is this algorithm?
Facebook, according to Facebook, is all about delivering the best news feed experience to its customers. And by customers they don’t mean small business owners, they are referring to the general public. In order to manage this ‘best possible experience’ promise, Facebook, on behalf of its customers ranks the content a business posts and makes a judgement regarding whether your fans want to see your posts or not. This is done with no actual consultation with Facebook users, it is done based on the analysis of all the data they have on its users and Facebook’s very complex and ever changing algorithm, EdgeRank.
What is EdgeRank & how to boost your Facebook performance?
EdgeRank is complex and exactly how it works is probably known by fewer people than those who know the Coca Cola recipe. It is commonly believed however that EdgeRank rates content based on the following parameters:
Weight: Facebook will assess different types of content differently. For example, content will be judged on whether it is text only, image based, video, a meme, shared from another source and its originality. Facebook will then support it accordingly.
TIP: To increase the likelihood of a post being shown to more fans, craft good quality, original image or video led content. If you go with text only content use no more than 2-3 lines of sharp, punchy copy.
Time decay: Once a post is loaded, if it doesn’t generate engagement quickly via a like, share or comment it will get bumped down a person’s newsfeed and they will stop pushing it out. However, as it can take 24 hours for a post to gather a lot of engagement, Facebook will push the post back up the feed and into more newsfeeds if it starts to generate a buzz.
TIP: To ensure a high level of initial engagement post your content at the right time – when your audience is already on Facebook. Your Facebook insights will give you this information.
Affinity: Facebook will measures people’s interaction with a post, therefore the greater the interaction a fan has with your content the more it helps with the contents reach.
TIP: To increase the likelihood of interaction with your posts make sure your content is good quality, relevant to the audience and posted at the optimal time for them to see it. Facebook insights will give you an overview of how each piece of content you post performs. It’s a good idea to track this information and see if you can identify trends around the type of content that performs the best.
However, if your business is serious about using Facebook as a key sales & marketing tool, it really is worth considering the allocation of a small budget to help boost the page and a posts performance, especially if the post has the potential to generate revenue for the business.
We can help you increase the performance of your social media activity, find out how by contacting us for an obligation free chat.